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. Most marketing strategists perceive themselves to be engaged in a brand preference battle. Whole Foods Market.

Brand 56

Brand Aaker Six Sigma Short-term 56

Strategy Driven

SEPTEMBER 27, 2013

Indeed, if a department attracts new customers, it wins the lion’s share of the marketing budget, but it is well documented that it costs some companies five to ten times more to attract new customers than to retain an existing one. The Powerful Role of Trust. Customer relationships, like interpersonal relationships, are built on trust.

Aaker 63

Aaker Short-term Marketing Benchmarking 63

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.

Aaker 15

Aaker Brand Marketing Innovation 15

Harvard Business Review

MAY 20, 2011

Becoming a moving target as Apple did by following the iPod with products like the nano, shuffle, and iTouch, and Gillette did with razors from the Trac II to the Fusion ProGlide. Brand loyalty. Diamond's (formerly P&G's) Pringles, Prius' Hybrid Synergy Drive, and Dreyer's Slow Churned Ice Cream all have technologies not easily copied.

Aaker 15

Aaker Henderson Brand Competitive Advantage 15