Aaker Innovation Marketing Marketing Strategy 
Strategy Driven
APRIL 8, 2011
There are two ways to compete in existing markets – gaining brand preference and making competitors irrelevant. Most marketing strategists perceive themselves to be engaged in a brand preference battle. Brand Relevance : Making Competitors Irrelevant by David Aaker. Whole Foods Market. Brand Relevance.
Harvard Business Review
APRIL 7, 2011
This is the route that breakthrough brands take, and is for most marketers the only route to growth and profitability. Marketing strategies geared toward this approach feature constant, incremental enhancements to the offering's attractiveness, reliability, or price, in hopes of getting buyers to take a second look at a familiar brand.
Expert insights. Personalized for you.
56 
Let's personalize your content