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Forget Brand Preference – Win the Brand Relevance War

Strategy Driven

Brand Relevance : Making Competitors Irrelevant by David Aaker. Whole Foods Market. Not only are these brands phenomenally successful – they are examples of product categories where competitors are nearly irrelevant, says branding guru David Aaker. Copyright 2007-2011 by StrategyDriven, Inc. About the Author.

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Personal Needs vs. Customer Relationships

Strategy Driven

The systemic nature of marketing strategy depersonalizes their audience by using language that groups customers into segments and tar¬gets. Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test.

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