StrategyDriven Podcast Special Edition 59 – An Interview with David Aaker, author of Brand Relevance

Strategy Driven

StrategyDriven Podcasts focus on the tools and techniques executives and managers can use to improve their organization’s alignment and accountability to ultimately achieve superior results. 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.

Aaker 60

David A. Aaker: An interview by Bob Morris

First Friday Book Synopsis

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 [.]. In his own words: “My passion is understanding brands and helping firms build brands and brand portfolios.

Aaker 73
Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Brand Portfolio Strategy: A book review by Bob Morris

First Friday Book Synopsis

Aaker Free Press (2004) Note: I read this book when it was first published and recently re-read it. If anything, Aaker’s insights are even more valuable now than they were then. Aaker has earned and deserves his renown as an expert on branding. [.]. Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity David A.

Brand 73

Forget Brand Preference – Win the Brand Relevance War

Strategy Driven

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. Not only are these brands phenomenally successful – they are examples of product categories where competitors are nearly irrelevant, says branding guru David Aaker.

Brand 54

Personal Needs vs. Customer Relationships

Strategy Driven

Some compile complex Customer Relationship Management algorithms to develop and maintain these relationships. 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. Some participants interacted with a version of the website that used exciting, amped-up marketing language.

Aaker 59

Twitter Weekly Highlights for 2011-03-18

Tanveer Naseer

Want respect as a manager? Brand # marketing in social media – Coffee House # Book Review: “Wikibrands&# [link] #. RT @ smaxbrown : Author Jennifer @ Aaker of The Dragonfly Effect reveals how to get results by harnessing power of SM [link] #. Follow @ TanveerNaseer # FF #leadership # management #. Here’s a compliation of some of the articles/tweets I shared on Twitter this week: Leaders, Are You Developing Your Employee’s Super Powers? link] # leadership #.

How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

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. They inhibit brilliant silo-spanning marketing, cross-silo offerings, brand consistency over products and markets, disciplined organization-wide marketing resource allocation, and the development of marketing excellence centers for capabilities such as social media or events.

Aaker 12

Why Do We Get So Emotional About Brands?

Harvard Business Review

Some of the pioneering work on applying this idea to brands and actually measuring their personalities was done in the 1990s by Jennifer Aaker, then at UCLA and now at Stanford. Marketing expert Jill Avery of Harvard Business School points out that gender today is a “continuum rather than a dichotomy,” and that there are lots of interpretations — more all the time — of what masculinity and femininity mean.