StrategyDriven Podcasts focus on the tools and techniques executives and managers can use to improve their organization’s alignment and accountability to ultimately achieve superior results. These podcasts elaborate on the best practice and warning flag articles on the StrategyDriven website.
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. During our discussion, David Aaker, author of Brand Relevance: Making Competitors Irrelevant, shares with us his insights and experiences regarding:
- the difference between brand relevance and brand preference
- advantages of achieving brand relevance over brand preference
- several key factors needed to gain brand relevance
- how a company establishes and manages a new category or sub-category
- how a company maintains brand relevance over time
- key characteristics and competencies an organization must have to successfully pursue a brand relevance strategy
In addition to the outstanding insights David shares in Brand Relevance and this special edition podcast are the resources accessible from his website, www.Prophet.com. David’s book, Brand Relevance, can be purchased by clicking here.
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About the Author
David Aaker, author of Brand Relevance: Making Competitors Irrelevant, is Vice-Chairman of Prophet, a marketing consultancy that helps senior executives balance their organization’s short-term business needs against their long-term growth goals, and Professor Emeritus of Marketing Strategy at UC Berkeley’s Haas School of Business. One of the world’s leading experts on branding and the winner of three awards for lifetime contributions to the science of marketing, David has published over 100 articles and fourteen books; including Strategic Market Management that has been translated into eighteen languages. To read David’s complete biography, click here.