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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. how a company establishes and manages a new category or sub-category. advantages of achieving brand relevance over brand preference.

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Brand Portfolio Strategy: A book review by Bob Morris

First Friday Book Synopsis

Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity David A. 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.

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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. Brand Relevance.

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Personal Needs vs. Customer Relationships

Strategy Driven

Some compile complex Customer Relationship Management algorithms to develop and maintain these relationships. The systemic nature of marketing strategy depersonalizes their audience by using language that groups customers into segments and tar¬gets. The Powerful Role of Trust. The Sincere Company.

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