Forget Brand Preference – Win the Brand Relevance War
Strategy Driven
APRIL 8, 2011
Brand Relevance : Making Competitors Irrelevant by David Aaker. Not only are these brands phenomenally successful – they are examples of product categories where competitors are nearly irrelevant, says branding guru David Aaker. Whole Foods Market. When competitors’ brands are not considered; the only relevant brand wins by default.
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