Strategy Driven

MARCH 24, 2011

These podcasts elaborate on the best practice and warning flag articles on the StrategyDriven website. 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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Aaker Brand Short-term Long-term 65

First Friday Book Synopsis

JUNE 21, 2011

Here is an excerpt from an article written by David Aaker for the Harvard Business Review blog. To read the complete article, check out the wealth of free resources, and sign up for a subscription to HBR email alerts, please click here. * * * Almost 50 years ago Ernest Dichter, the father of motivation research, [.].

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Dichter Aaker Media Review 80

Strategy Driven

APRIL 8, 2011

A consumer decides to buy an established product category or subcategory, such as SUVs. 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.

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Brand Aaker Six Sigma Short-term 56

Strategy Driven

SEPTEMBER 27, 2013

When we are satisfied with a product or service, we may tell three friends, but when we are dissatisfied, we’re inclined to tell (or Tweet) it to three thousand. “Trust is much heralded in marketing, but it has a downside,” said Aaker in an interview for Stanford Graduate School of Business (GSB) News.

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Aaker Short-term Marketing Benchmarking 64

Harvard Business Review

JUNE 17, 2011

The study was reported in a 1966 article in HBR. The first (about 33% of the cases) is because of product-involvement. Is the speaker's intention to sell a product or help me? A third finding was that recommenders had on average a huge impact on purchase running to 80% for some products.

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Dichter Media Aaker Katz 16