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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. These podcasts elaborate on the best practice and warning flag articles on the StrategyDriven website.

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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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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 Powerful Role of Trust. Customer relationships, like interpersonal relationships, are built on trust.

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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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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.

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