Strategy Driven

MARCH 24, 2011

StrategyDriven Podcasts focus on the tools and techniques executives and managers can use to improve their organization’s alignment and accountability to ultimately achieve superior results. advantages of achieving brand relevance over brand preference. several key factors needed to gain brand relevance.

Aaker 64

Aaker Brand Short-term Long-term 64

First Friday Book Synopsis

APRIL 16, 2011

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 75

Aaker Brand Strategy Books 75

Strategy Driven

APRIL 8, 2011

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.

Brand 56

Brand Aaker Six Sigma Short-term 56

First Friday Book Synopsis

JULY 6, 2011

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.

Aaker 75

Aaker Brand Books Management 75

Strategy Driven

SEPTEMBER 27, 2013

Some compile complex Customer Relationship Management algorithms to develop and maintain these relationships. Even when brands claim to desire lifetime relationships with customers, many tactically distance themselves from the humanity of their interactions. ’ What is too often lost is the nuance – human.

Aaker 64

Aaker Short-term Marketing Benchmarking 64

Harvard Business Review

MAY 31, 2011

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. Both are the basis for communication and both are nonthreatening in that they do not impose the same strategy on all.

Brand 14

Brand Aaker Objective Team Building 14