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. The brand preference model dictates the objectives and strategy of the firm.
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. The sincere, relationship-oriented business had raised consumer expectations of the service quality and built loyalty to the website.
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Harvard Business Review
MAY 20, 2011
Brand loyalty. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. A driver of a Focus may or may not be driving a hybrid but there is no such doubt about a Prius driver. Brand equity. It really is a different way to look at strategy.
Harvard Business Review
APRIL 7, 2011
Customers are just not inclined or motivated to change brand loyalties in established markets. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. Marketing programs rarely break out of the clutter. It's always more profitable.
Harvard Business Review
MAY 23, 2012
Stop bombarding consumers who don't want a relationship with your attempts to build one through endless emails or complex loyalty programs. You might also check into Jim Stengel's examination of growth ideals and David Aaker's latest work on brand relevance. Those efforts will be low ROI. Myth #2: Interactions build relationships.
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