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. During our discussion, David Aaker, author of Brand Relevance : Making Competitors Irrelevant , shares with us his insights and experiences regarding: the difference between brand relevance and brand preference.

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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 [.].

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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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Brand Portfolio Strategy: A book review by Bob Morris

First Friday Book Synopsis

Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity David A. 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. [.].

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Brand Relevance: A book review by Bob Morris

First Friday Book Synopsis

Brand Relevance: Making Competitors Irrelevant David A. 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 [.].

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Forget Brand Preference – Win the Brand Relevance War

Strategy Driven

There are two ways to compete in existing markets – gaining brand preference and making competitors irrelevant. Brand Relevance. The first and most commonly used route to winning customers and sales focuses on generating brand preference among the brand choices considered by customers, on beating the competition. Most marketing strategists perceive themselves to be engaged in a brand preference battle. A brand, perhaps Cadillac, is then selected.

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Make Your Competition Irrelevant

First Friday Book Synopsis

Here is an excerpt from an article written by David Aaker for “The Conversation&# series featured by 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. * * * When a brand sallies forth [.].

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

First Friday Book Synopsis

Bob's blog entries “Ending the War Between Sales and Marketing" “Getting Brand Communities Right" “Marketing Malpractice: The Cause and the Cure” “Marketing Myopia” “Rethinking Marketing” Brand Relevance Christine Moorman Clayton M.

Why Do We Get So Emotional About Brands?

Harvard Business Review

Honestly, it’s puzzling that an inanimate, imaginary thing such as a brand should seem to have gender. But obviously brands do send out gender signals, and sometimes they’re quite strong. In fact, recent research shows that the more intense the gender signals, the greater the brand value — so not only do we readily perceive gender in brands, we like to perceive gender in brands. Think of brand imagery for cars — food — clothing.

How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

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. They inhibit brilliant silo-spanning marketing, cross-silo offerings, brand consistency over products and markets, disciplined organization-wide marketing resource allocation, and the development of marketing excellence centers for capabilities such as social media or events. Branding Collaboration

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Twitter Weekly Highlights for 2011-03-18

Tanveer Naseer

Brand # marketing in social media – Coffee House # Book Review: “Wikibrands&# [link] #. RT @ smaxbrown : Author Jennifer @ Aaker of The Dragonfly Effect reveals how to get results by harnessing power of SM [link] #. RT @ JesseLynStoner : Why It’s Time to Rethink Your Company Brand’s Message – [link] by @ TanveerNaseer #. That’s ur brand inside & out.

Personal Needs vs. Customer Relationships

Strategy Driven

Even when brands claim to desire lifetime relationships with customers, many tactically distance themselves from the humanity of their interactions. Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. “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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Twelve Ways to Create Barriers to Competitors

Harvard Business Review

Here are some twelve routes to real barriers the last six of which involve the brand. A high investment protected brands like CNN, ESPN, and Kirin's Ichiban for many years. Brand networks. Some brands can organize a community around the brand as Harley-Davidson has done with their Trip Planner and General Mills has done with the Betty Crocker Kitchen. Brand equity. Brand loyalty. Branded differentiators. Branding Competition Customers

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Secrets of Social Media Revealed 50 Years Ago

Harvard Business Review

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. A major Dichter finding, very relevant today, was the identification of four motivations for a person to communicate about brands. It is unlikely to happen when the brand represents a me-too offering in an established category or subcategory. Branding Motivation Social media

Make Your Competition Irrelevant

Harvard Business Review

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. 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. It competed on brand relevance.

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Three Myths about What Customers Want

Harvard Business Review

Myth #1: Most consumers want to have relationships with your brand. Only 23% of the consumers in our study said they have a relationship with a brand. That's why, when you ask the 77% of consumers who don't have relationships with brands to explain why, you get comments like "It's just a brand, not a member of my family." What consumers really want when they interact with brands online is to get discounts). This post is the last in a three-part series.

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