Brand Relevance: A book review by Bob Morris
First Friday Book Synopsis
JULY 6, 2011
Brand Relevance: Making Competitors Irrelevant David A.
Aaker Brand Innovation 
80 
Forget Brand Preference – Win the Brand Relevance War
Strategy Driven
APRIL 8, 2011
There are two ways to compete in existing markets – gaining brand preference and making competitors irrelevant. Brand Relevance. The first and most commonly used route to winning customers and sales focuses on generating brand preference among the brand choices considered by customers, on beating the competition.
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Make Your Competition Irrelevant
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 [.].
David A. Aaker: An interview by Bob Morris
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.
Harvard Business Review on Reinventing Your Marketing: A book review by Bob Morris
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.
How CMOs Build Brands by Collaborating Across Silos
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. Too often silos are constrained and fail to create brilliant offering or marketing innovations. Identify and leverage great ideas. Any others come to mind?
Secrets of Social Media Revealed 50 Years Ago
Harvard Business Review
JUNE 17, 2011
Almost 50 years ago Ernest Dichter , the father of motivation research, did a large study of word of mouth persuasion that revealed secrets of how to use social media to build brands and businesses. A major Dichter finding, very relevant today, was the identification of four motivations for a person to communicate about brands.
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