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, [.].

Dichter 80

Dichter Aaker Media Review 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 [.].

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Aaker Brand Books Review 80

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.

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Aaker Brand Books Management 75

Skip Prichard

JUNE 27, 2023

” — Jennifer Aaker Stanford’s Jennifer Aaker once stated that stories are remembered 22 times more than facts. However, rather than presenting my findings as dry data or statistics, I chose a more engaging medium – storytelling. “Stories are remembered 22 times more than facts.”

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Aaker Power Library Storytelling 103

Tanveer Naseer

MARCH 18, 2011

RT @ smaxbrown : Author Jennifer @ Aaker of The Dragonfly Effect reveals how to get results by harnessing power of SM [link] #. RT @ Kimberly_Roden : Excellent thinking points! Do You Lead Others Through Flattery or Praise? – [link] by @ TanveerNaseer #. Thanks Lisa! RT @ LisaPetrilli : Do You Lead Others Through Flattery or Praise?

Decisionmaking 113

Decisionmaking Aaker Gordon Review 113

Strategy Driven

APRIL 8, 2011

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. Whole Foods Market. When competitors’ brands are not considered; the only relevant brand wins by default.

Brand 56

Brand Aaker Six Sigma Short-term 56

Strategy Driven

SEPTEMBER 27, 2013

Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. “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

Terry Starbucker

DECEMBER 1, 2013

Aaker , entitled “ Millennial Searchers “ This was the key passage that caught my attention (my bolding for emphasis): Millennials appear to be more interested in living lives defined by meaning than by what some would call happiness.

Trends 375

Trends Aaker Tips Leadership 375

Harvard Business Review

JUNE 17, 2011

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. It is amazing that the nearly forgotten theory and practice of word-of-mouth communication and influence from five decades and more ago can be so relevant today.

Dichter 19

Dichter Media Aaker Katz 19

Harvard Business Review

APRIL 7, 2011

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. Stepping away from fighting brand preference battles and instead winning on brand relevance requires more imagination. But it usually doable, especially at the level of subcategories.

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Aaker Brand Marketing Innovation 16

Harvard Business Review

MAY 20, 2011

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. To paraphrase Bruce Henderson , the founder of BCG, "the essence of strategy is to convince competitors not to invest in areas of strategic importance to you."

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Aaker Henderson Brand Competitive Advantage 15

First Friday Book Synopsis

APRIL 1, 2011

In case you missed them, these articles have been most popular with the McKinsey Quarterly‘s readers in the first quarter of this year. STRATEGY Have you tested your strategy lately? Ten timeless tests can help you kick the tires on your strategy, and kick up the level of strategic dialogue throughout your company. Click [.].

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McKinsey Article Strategy Company 75

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. It is one of [.].

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Review Marketing Books Innovation 70

Harvard Business Review

MAY 31, 2011

David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. The five suggestions all have been shown to advance these objectives. Any others come to mind?

Brand 15

Brand Aaker Objective Team Building 15

Harvard Business Review

FEBRUARY 15, 2013

There’s a lot to take away from this interview with Stanford professor Jennifer Aaker, especially with regards to scheduling our time. As Aaker’s research has shown, “people who spend more time on projects that energize them and with people who energize them tend to be happier.” That’s persistence. BUY A CALENDAR.

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Aaker Tips Crisis Definition 8

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. And brands are part of that everything. In subsequent decades the thinking about brands as humanlike entities has gone in a lot of different directions.

Brand 8

Brand Aaker Participative Media 8

Harvard Business Review

MAY 23, 2012

You might also check into Jim Stengel's examination of growth ideals and David Aaker's latest work on brand relevance. CEB has done extensive work on shared values , showcasing how brands like Mini, Pedigree and Southwest use them to engage with customers. Myth #3: The more interaction the better.

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Aaker Brand Marketing Mix Marketing 22