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

Skip Prichard

JUNE 27, 2023

” — Jennifer Aaker Stanford’s Jennifer Aaker once stated that stories are remembered 22 times more than facts. When you live your passion, you rise above mediocrity because you’re motivated by love for what you do, and love is a powerful motivator. “Passion is energy.

Aaker 105

Aaker Power Library Storytelling 105

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. Why rethink a product and brand decision that has worked when alternatives are similar?

Brand 56

Brand Aaker Six Sigma Short-term 56

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.

Dichter 19

Dichter Media Aaker Katz 19

Terry Starbucker

DECEMBER 1, 2013

I said I believed it was based on a couple of core issues – one, a mistaken belief about basic human motivation, and two, a fear that being “touchy feely” couldn’t possibly produce economic success. A 2011 report commissioned by the Career Advisory Board and conducted by Harris Interactive, found that the No.

Trends 375

Trends Aaker Tips Leadership 375

Harvard Business Review

APRIL 7, 2011

Customers are just not inclined or motivated to change brand loyalties in established markets. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. But it usually doable, especially at the level of subcategories.

Aaker 16

Aaker Brand Marketing Innovation 16

Harvard Business Review

MAY 31, 2011

First the silo groups need to be empowered and motivated to create offerings and marketing programs. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. Three organization capabilities are needed to change this. Any others come to mind?

Brand 15

Brand Aaker Objective Team Building 15