Aaker, Brand and Marketing - Leadership Digital

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

Strategy Driven

MARCH 24, 2011

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. advantages of achieving brand relevance over brand preference. About the Author.

Aaker

Aaker Brand Short-term Long-term

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

First Friday Book Synopsis

MAY 25, 2011

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.

Aaker

Aaker Marketing Analysis Conference

Brand Portfolio Strategy: A book review by Bob Morris

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

Aaker Brand Strategy Books

Forget Brand Preference – Win the Brand Relevance War

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

Brand Aaker Six Sigma Short-term

Brand Relevance: A book review by Bob Morris

First Friday Book Synopsis

JULY 6, 2011

Brand Relevance: Making Competitors Irrelevant David A.

Aaker

Aaker Brand Books Review

David A. Aaker: An interview by Bob Morris

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

Aaker Brand Books Management

Make Your Competition Irrelevant

First Friday Book Synopsis

APRIL 13, 2011

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 [.].

Aaker

Aaker Brand Review Blog

Personal Needs vs. Customer Relationships

Strategy Driven

SEPTEMBER 27, 2013

Indeed, if a department attracts new customers, it wins the lion’s share of the marketing budget, but it is well documented that it costs some companies five to ten times more to attract new customers than to retain an existing one. The Powerful Role of Trust. Customer relationships, like interpersonal relationships, are built on trust.

Aaker

Aaker Short-term Marketing Benchmarking

Twitter Weekly Highlights for 2011-03-18

Tanveer Naseer

MARCH 18, 2011

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] #. That’s ur brand inside & out. Tx Elle RT @ ElleAndraWarner : Timely. Thanks Lisa!

Decisionmaking

Decisionmaking Aaker Gordon Review

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

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

Review Marketing Books Innovation

How CMOs Build Brands by Collaborating Across Silos

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. Pharmacia had a global team representing regional silos that met to coordinate marketing globally and to coordinate new product planning.

Brand

Brand Aaker Objective Team Building

Why Do We Get So Emotional About Brands?

Harvard Business Review

APRIL 21, 2015

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. Even though gender is increasingly understood to be fluid and multidimensional, brands continue to draw power from gender stereotypes.

Brand

Brand Aaker Participative Media

Make Your Competition Irrelevant

Harvard Business Review

APRIL 7, 2011

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. Customers are just not inclined or motivated to change brand loyalties in established markets.

Aaker

Aaker Brand Marketing Innovation

Twelve Ways to Create Barriers to Competitors

Harvard Business Review

MAY 20, 2011

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. Brand equity. Brand loyalty. Branded differentiators. I would be interested in examples of others. Investment.

Aaker

Aaker Henderson Brand Competitive Advantage

Three Myths about What Customers Want

Harvard Business Review

MAY 23, 2012

Most marketers think that the best way to hold onto customers is through "engagement" — interacting as much as possible with them and building relationships. 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.

Aaker

Aaker Brand Marketing Mix Marketing

Leadership Digital

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

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

Trending Sources

Brand Portfolio Strategy: A book review by Bob Morris

Forget Brand Preference – Win the Brand Relevance War

Brand Relevance: A book review by Bob Morris

David A. Aaker: An interview by Bob Morris

Make Your Competition Irrelevant

Personal Needs vs. Customer Relationships

Twitter Weekly Highlights for 2011-03-18

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

How CMOs Build Brands by Collaborating Across Silos

Why Do We Get So Emotional About Brands?

Make Your Competition Irrelevant

Twelve Ways to Create Barriers to Competitors

Three Myths about What Customers Want

Stay Connected