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

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, [.].

Dichter 80

Dichter Aaker Media Review 80

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. First the silo groups need to be empowered and motivated to create offerings and marketing programs. Any others come to mind?

Brand 14

Brand Aaker Objective Team Building 14

Harvard Business Review

JUNE 17, 2011

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.

Dichter 15

Dichter Media Aaker Katz 15

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 15

Aaker Brand Marketing Innovation 15