Strategy Driven

MARCH 24, 2011

Special Edition 59 – An Interview with David Aaker, author of Brand Relevance explores the creation of offerings so different that they create unique categories within which customers perceive no other product or service alternatives. These podcasts elaborate on the best practice and warning flag articles on the StrategyDriven website.

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Aaker Brand Short-term Long-term 66

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. Brand Preference vs. Brand Relevance. About the Author.

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Brand Aaker Six Sigma Short-term 56

Strategy Driven

SEPTEMBER 27, 2013

The challenge of sustaining long-term value pushes businesses toward considering short-term relationships as the easiest route to profits. Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test.

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Aaker Short-term Marketing Benchmarking 64

Leading Blog

JANUARY 21, 2011

The Dragonfly Effect by Jennifer Aaker and Andy Smith, is a playbook on how to use social media to achieve a single, focused, concrete goal. To achieve balance, break the goal down into parts: a single long-term macro goal and a number of short-term process goals, or micro goals. Social Media.

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Media Aaker Audience How To 284