StrategyDriven Podcast Special Edition 59 – An Interview with David Aaker, author of Brand Relevance

Strategy Driven

Special Edition 59 – An Interview with David Aaker, author of Brand Relevance explores the creation of offerings so different that they create unique categories within which customers perceive no other product or service alternatives.

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Jennifer L. Aaker and Andy Smith: An interview by Bob Morris

First Friday Book Synopsis

Co–authors of The Dragonfly Effect, Jennifer Aaker and Andy Smith live in Lafayette, California, with their three children. A social psychologist and marketer, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. Her research spans time, money and happiness. She focuses on questions such as: What actually makes [.].

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Trending Sources

David A. Aaker: An interview by Bob Morris

First Friday Book Synopsis

In his own words: “My passion is understanding brands and helping firms build brands and brand portfolios. My first brand book, Managing Brand Equity defined brand equity and set forth its value to a firm and its customers. The second, Building Strong Brands, described the “brand identity&# model that many firms use to manage their brands and also introduced the Brand Equity Ten [.].

The Dragonfly Effect: A book review by Bob Morris

First Friday Book Synopsis

The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change Jennifer Aaker and Andy Smith with Carlye Adler Jossey-Bass/A Wiley Imprint (2010) In this book written with Carlye Adler, Jennifer Aaker and Andy Smith explain how to “leverage the power of the new social media to do something that [.].

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Brand Portfolio Strategy: A book review by Bob Morris

First Friday Book Synopsis

Aaker Free Press (2004) Note: I read this book when it was first published and recently re-read it. If anything, Aaker’s insights are even more valuable now than they were then. Aaker has earned and deserves his renown as an expert on branding. [.]. Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity David A.

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The McKinsey Quarterly: Most popular articles (First Quarter, 2011)

First Friday Book Synopsis

How CFOs can keep strategic decisions on track Jennifer Aaker Recovering from information overload Seven steps to better brainstorming The Dragonfly Effect The McKinsey Quarterly: Most popular articles (First Quarter 2011) The power of storytelling: What nonprofits can teach the private sector about social media The rise of the networked enterprise: Web 2.0

The Ultimate Leadership Tip (From a Trend Too Compelling to Ignore)

Terry Starbucker

Aaker , entitled “ Millennial Searchers “ This was the key passage that caught my attention (my bolding for emphasis): Millennials appear to be more interested in living lives defined by meaning than by what some would call happiness.

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How to Use Social Media to Drive Social Change

Leading Blog

The Dragonfly Effect by Jennifer Aaker and Andy Smith, is a playbook on how to use social media to achieve a single, focused, concrete goal. Social Media. Nobody really understands it, but we know it’s important. How can we use it to influence others? How can we use it to do some good?

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Business is a Laughing Matter

Lead Change Blog

That’s what you’ll find from Stanford Graduate School of Business professors Jennifer Aaker and lecturer Naomi Bagdonas who teach a class “ Humor: Serious Business. ”. There’s a restaurant in my neighborhood with this sign: “Good food takes time to prepare.

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Harvard Business Review on Reinventing Your Marketing: A book review by Bob Morris

First Friday Book Synopsis

Aaker Gaurav Bhalla Harvard Business Review Harvard Business Review on Reinventing Your Marketing Harvard Business Review Press How to use innovative thinking to improve how you create or increase demand for what you offer Lara Lee Neil Rackham Philip Kotler Positioning Roland T.

Forget Brand Preference – Win the Brand Relevance War

Strategy Driven

Brand Relevance : Making Competitors Irrelevant by David Aaker. Not only are these brands phenomenally successful – they are examples of product categories where competitors are nearly irrelevant, says branding guru David Aaker.

Personal Needs vs. Customer Relationships

Strategy Driven

Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. Many companies talk about the need to establish strong ‘relationships’ with their customers.

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Morning Advantage: The Habits of Highly-Effective Mediocre People

Harvard Business Review

There’s a lot to take away from this interview with Stanford professor Jennifer Aaker, especially with regards to scheduling our time. As Aaker’s research has shown, “people who spend more time on projects that energize them and with people who energize them tend to be happier.” Aaker’s workaround? James Altucher wears many hats — he’s built 20 companies, he’s written nine books — but in his own eyes, he’s a mediocre person. But he’s totally cool with that.

Just Adding a Chief Data Officer Isn’t Enough

Harvard Business Review

David Aaker’s helps explain why in his book, Spanning Silos: The New CMO Imperative. The proliferation of C-suite roles is an indication of the increasing strategic and operational complexity organizations face.

Three Myths about What Customers Want

Harvard Business Review

You might also check into Jim Stengel's examination of growth ideals and David Aaker's latest work on brand relevance. This post is the last in a three-part series. Most marketers think that the best way to hold onto customers is through "engagement" — interacting as much as possible with them and building relationships. It turns out that that's rarely true.

Why Do We Get So Emotional About Brands?

Harvard Business Review

Some of the pioneering work on applying this idea to brands and actually measuring their personalities was done in the 1990s by Jennifer Aaker, then at UCLA and now at Stanford. Honestly, it’s puzzling that an inanimate, imaginary thing such as a brand should seem to have gender.

Secrets of Social Media Revealed 50 Years Ago

Harvard Business Review

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. Almost 50 years ago Ernest Dichter , the father of motivation research, did a large study of word of mouth persuasion that revealed secrets of how to use social media to build brands and businesses. The study was reported in a 1966 article in HBR.

Twitter Weekly Highlights for 2011-03-18

Tanveer Naseer

RT @ smaxbrown : Author Jennifer @ Aaker of The Dragonfly Effect reveals how to get results by harnessing power of SM [link] #. Here’s a compliation of some of the articles/tweets I shared on Twitter this week: Leaders, Are You Developing Your Employee’s Super Powers? link] # leadership #. RT @ mikehenrysr : Consider yourself a “Thought Leader&# ? You might think twice & read this by @ mikemyatt # LeadChange [link] #.

Twelve Ways to Create Barriers to Competitors

Harvard Business Review

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. The only real way to grow sales and profits is to create innovative offerings with some "must haves" that define new categories or subcategories for which competitors are not relevant.

How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. The challenge for the Chief Marketing Officer is to create marketing and brand building that is both exceptional and efficient in the face of country, product, and functional silos.

Make Your Competition Irrelevant

Harvard Business Review

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. When a brand sallies forth into the marketplace, there are essentially two bases on which it can compete. The first is competing on brand preference by convincing buyers to opt for Brand A over comparable Brands X, Y, and Z.