First Friday Book Synopsis

JULY 6, 2011

Aaker Jossey-Bass/John Wiley & Sons (2011) If your “brand” isn’t relevant, neither are you or your company Those who have read any of David Aaker’s previous books already know that he presents information, insights, and counsel that are anchored in specific real-world circumstances within a broad and deep [.].

Aaker 80

Aaker Brand Books Review 80

First Friday Book Synopsis

JULY 6, 2011

My first brand book, Managing Brand Equity defined brand equity and set forth its value to a firm and its customers. In his own words: “My passion is understanding brands and helping firms build brands and brand portfolios.

Aaker 75

Aaker Brand Books Management 75

Strategy Driven

APRIL 8, 2011

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. Whole Foods Market. The brand preference model dictates the objectives and strategy of the firm.

Brand 56

Brand Aaker Six Sigma Short-term 56

First Friday Book Synopsis

OCTOBER 3, 2011

Harvard Business Review on Reinventing Your Marketing Various Contributors Harvard Business Review Press (2011) How to use innovative thinking to improve how you create or increase demand for what you offer Those who aspire to maximize the impact of their marketing initiatives will find the material in this HBR book invaluable.

Review 70

Review Marketing Books Innovation 70

Harvard Business Review

APRIL 7, 2011

The second, competing on Brand Relevance [the link is to my book of the same title], involves presenting customers with a choice compared to which competitors' offerings seem irrelevant. The problem is that incremental innovation and investments in marketing rarely change the market share structure. It is Econ 101.

Aaker 15

Aaker Brand Marketing Innovation 15

Harvard Business Review

JUNE 17, 2011

That is more likely to be the case when the brand is associated with an offering that is innovative and differentiated in a way that truly resonates with customers. So it comes back to creating and leveraging innovation and differentiation. A second finding was that listeners are primarily concerned with two conditions.

Dichter 15

Dichter Media Aaker Katz 15

Harvard Business Review

MAY 31, 2011

To study that problem, I interviewed more than 40 CMOs and asked about silo issues and what works to address those issues and reported the results in the book Spanning Silos: The New CMO Imperative. Too often silos are constrained and fail to create brilliant offering or marketing innovations. Identify and leverage great ideas.

Brand 14

Brand Aaker Objective Team Building 14