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

Aaker 60

Aaker Brand Short-term Long-term 60

First Friday Book Synopsis

APRIL 16, 2011

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.

Aaker 75

Aaker Brand Strategy Books 75

Strategy Driven

APRIL 8, 2011

Brand Relevance : Making Competitors Irrelevant by David Aaker. Whole Foods Market. Not only are these brands phenomenally successful – they are examples of product categories where competitors are nearly irrelevant, says branding guru David Aaker. About the Author.

Brand 56

Brand Aaker Six Sigma Short-term 56

Strategy Driven

SEPTEMBER 27, 2013

The systemic nature of marketing strategy depersonalizes their audience by using language that groups customers into segments and tar¬gets. Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test.

Aaker 63

Aaker Short-term Marketing Benchmarking 63

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.

Aaker 16

Aaker Brand Marketing Innovation 16