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. advantages of achieving brand relevance over brand preference. Additional Information.

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Aaker Brand Short-term Long-term 63

First Friday Book Synopsis

JUNE 21, 2011

Here is an excerpt from an article written by David Aaker for 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. * * * Almost 50 years ago Ernest Dichter, the father of motivation research, [.].

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Dichter Aaker Media Review 80

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

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. “Trust is much heralded in marketing, but it has a downside,” said Aaker in an interview for Stanford Graduate School of Business (GSB) News.

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Aaker Short-term Marketing Benchmarking 63

Harvard Business Review

JUNE 17, 2011

The first (about 33% of the cases) is because of product-involvement. Looking at the social media role in brand building, I suspect that these same four motivations explain why some brands have been successful in using social media. Is the speaker's intention to sell a product or help me?

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Dichter Media Aaker Katz 16

Harvard Business Review

MAY 20, 2011

Becoming a moving target as Apple did by following the iPod with products like the nano, shuffle, and iTouch, and Gillette did with razors from the Trac II to the Fusion ProGlide. 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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Aaker Henderson Brand Competitive Advantage 15

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