Strategy Driven

MARCH 24, 2011

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. how a company establishes and manages a new category or sub-category.

Aaker 62

Aaker Brand Short-term Long-term 62

First Friday Book Synopsis

JULY 6, 2011

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 [.].

Aaker 75

Aaker Brand Books Management 75

Strategy Driven

APRIL 8, 2011

A consumer decides to buy an established product category or subcategory, such as SUVs. 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.

Brand 56

Brand Aaker Six Sigma Short-term 56

Strategy Driven

SEPTEMBER 27, 2013

Some compile complex Customer Relationship Management algorithms to develop and maintain these relationships. When we are satisfied with a product or service, we may tell three friends, but when we are dissatisfied, we’re inclined to tell (or Tweet) it to three thousand. The Powerful Role of Trust. The Sincere Company.

Aaker 63

Aaker Short-term Marketing Benchmarking 63

Harvard Business Review

MAY 31, 2011

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. Pharmacia had a global team representing regional silos that met to coordinate marketing globally and to coordinate new product planning.

Brand 14

Brand Aaker Objective Team Building 14

Harvard Business Review

APRIL 21, 2015

Dove Men+Care, in associating masculinity with caring (and skin-care products), is one of the few brands that seem to be trying to play with gender stereotypes a bit. 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.

Brand 8

Brand Aaker Participative Media 8