David A. Aaker: An interview by Bob Morris

First Friday Book Synopsis

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. The second, Building Strong Brands, described the “brand identity&# model that many firms use to manage their brands and also introduced the Brand Equity Ten [.].

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Brand Relevance: A book review by Bob Morris

First Friday Book Synopsis

Aaker Jossey-Bass/John Wiley & Sons (2011) If your “brand” isn’t relevant, neither are you or your company Those who have read any of David Aaker’s previous books already know that he presents information, insights, and counsel that are anchored in specific real-world circumstances within a broad and deep [.]. Brand Relevance: Making Competitors Irrelevant David A.

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Make Your Competition Irrelevant

First Friday Book Synopsis

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 [.].

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

First Friday Book Synopsis

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.

Forget Brand Preference – Win the Brand Relevance War

Strategy Driven

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. Brand Relevance provides the tools companies need to generate innovative offerings that can create long-term financial success. There are two ways to compete in existing markets – gaining brand preference and making competitors irrelevant.

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Make Your Competition Irrelevant

Harvard Business Review

The problem is that incremental innovation and investments in marketing rarely change the market share structure. Every category has its own stories of innovators who created a league of their own, and bought themselves years and sometimes decades with no real competitor. For 16 years Chrysler had no viable competitor, in part because it continuously innovated behind the product but also because competitors had other priorities. Branding Innovation Marketing

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Secrets of Social Media Revealed 50 Years Ago

Harvard Business Review

That is more likely to be the case when the brand is associated with an offering that is innovative and differentiated in a way that truly resonates with customers. So it comes back to creating and leveraging innovation and differentiation. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding.

How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

Too often silos are constrained and fail to create brilliant offering or marketing innovations. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. 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.

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