Strategy Driven

SEPTEMBER 27, 2013

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.

Aaker 64

Aaker Short-term Marketing Benchmarking 64

Harvard Business Review

APRIL 7, 2011

First, the ability to engage in substantial or transformational innovation, which starts with sensing changes in the marketing place and customers' lives, and then requires the fortitude to commit to a new concept and bring it to market. Second, a shift in focus from building a brand to building the new category or subcategory.

Aaker 15

Aaker Brand Marketing Innovation 15

Harvard Business Review

MAY 23, 2012

Many brands have a demonstrable higher purpose baked into their missions, whether it's Patagonia's commitment to the environment or Harley Davidson's goal "to fulfill dreams through the experience of motorcycling." You might also check into Jim Stengel's examination of growth ideals and David Aaker's latest work on brand relevance.

Aaker 20

Aaker Brand Marketing Mix Marketing 20