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

Strategy Driven

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. During our discussion, David Aaker, author of Brand Relevance : Making Competitors Irrelevant , shares with us his insights and experiences regarding: the difference between brand relevance and brand preference.

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Jennifer L. Aaker and Andy Smith: An interview by Bob Morris

First Friday Book Synopsis

Co–authors of The Dragonfly Effect, Jennifer Aaker and Andy Smith live in Lafayette, California, with their three children. A social psychologist and marketer, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University’s Graduate School of Business. Her research spans time, money and happiness. She focuses on questions such as: What actually makes [.].

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David A. Aaker: An interview by Bob Morris

First Friday Book Synopsis

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

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Harvard Business Review on Reinventing Your Marketing: A book review by Bob Morris

First Friday Book Synopsis

Harvard Business Review on Reinventing Your Marketing Various Contributors Harvard Business Review Press (2011) How to use innovative thinking to improve how you create or increase demand for what you offer Those who aspire to maximize the impact of their marketing initiatives will find the material in this HBR book invaluable. Rust Scott Cook Suj Krishnaswamy Susan Fournier Taddy Hall The Marketing Imagination Theodore Levitt

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.

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Make Your Competition Irrelevant

First Friday Book Synopsis

Here is an excerpt from an article written by David Aaker for “The Conversation&# series featured by the Harvard Business Review blog. To read the complete article, check out the wealth of free resources, and sign up for a subscription to HBR email alerts, please click here. * * * When a brand sallies forth [.].

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Brand Relevance: A book review by Bob Morris

First Friday Book Synopsis

Aaker Jossey-Bass/John Wiley & Sons (2011) If your “brand” isn’t relevant, neither are you or your company Those who have read any of David Aaker’s previous books already know that he presents information, insights, and counsel that are anchored in specific real-world circumstances within a broad and deep [.]. Brand Relevance: Making Competitors Irrelevant David A.

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Personal Needs vs. Customer Relationships

Strategy Driven

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 systemic nature of marketing strategy depersonalizes their audience by using language that groups customers into segments and tar¬gets. Some participants interacted with a version of the website that used exciting, amped-up marketing language.

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Twitter Weekly Highlights for 2011-03-18

Tanveer Naseer

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] #. 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 #. RT @ mikehenrysr : Consider yourself a “Thought Leader&# ?

Three Myths about What Customers Want

Harvard Business Review

Most marketers think that the best way to hold onto customers is through "engagement" — interacting as much as possible with them and building relationships. How should you market differently? Then, apply different expectations to those two groups and market differently to them. Chances are there are higher returns to be had elsewhere in your marketing mix. How should you market differently? How should you market differently?

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Make Your Competition Irrelevant

Harvard Business Review

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. The problem is that incremental innovation and investments in marketing rarely change the market share structure.

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Twelve Ways to Create Barriers to Competitors

Harvard Business Review

If the brand represents the category such as Fiber One, iPhone, Whole Foods Market, Geek Squad, or Jeep then other brands will have a difficult time getting considered. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding.

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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.

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Just Adding a Chief Data Officer Isn’t Enough

Harvard Business Review

He said that without changes in incentives, as well as a change in the structure of the C-suite, broad-based roles like Chief Information Officers, Chief Marketing Officers, and Chief Data Officers are hampered in their effectiveness. David Aaker’s helps explain why in his book, Spanning Silos: The New CMO Imperative. Though he was writing about Chief Marketing Officers, his advice is equally valuable here.

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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.

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