Strategy Driven

MARCH 24, 2011

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.

Aaker 75

Aaker Brand Short-term Long-term 75

First Friday Book Synopsis

MAY 25, 2011

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 [.].

Aaker 83

Aaker Analysis Conference Magazine 83

First Friday Book Synopsis

JULY 6, 2011

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 [.].

Aaker 73

Aaker Brand Cooper Books 73

First Friday Book Synopsis

OCTOBER 3, 2011

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

Review 70

Review Marketing Aaker Levitt 70

First Friday Book Synopsis

APRIL 16, 2011

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

Brand Strategy Review Aaker 73

First Friday Book Synopsis

APRIL 13, 2011

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 [.].

Aaker 80

Aaker Brand Article Resources 80

First Friday Book Synopsis

JULY 6, 2011

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.

Brand 77

Brand Aaker Review Books 77

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 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.

Aaker 69

Aaker Benchmarking Film Advertising 69

Tanveer Naseer

MARCH 18, 2011

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&# ?

Decisionmaking 100

Decisionmaking Aaker Gordon Review 100

Harvard Business Review

MAY 23, 2012

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?

Aaker 17

Aaker Brand ROI Airlines 17

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

Aaker 17

Aaker Loyalty Advertising Marketing Strategy 17

Harvard Business Review

MAY 20, 2011

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.

Aaker 16

Aaker Henderson Competitive Advantage Loyalty 16

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. 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 16

Aaker Marketing Objective Crisis 16

Harvard Business Review

DECEMBER 11, 2013

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.

Aaker 12

Aaker Incentives Chief Information Officer Execution 12

Harvard Business Review

APRIL 21, 2015

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.

Aaker 12

Aaker Participative Brand Media 12