Our thinking appears in marketing articles and publications around the world

David Aaker applies concepts from his new book: Brand Relevance: Making Competitors Irrelevant, to the retail industry.

An overview of his latest book, Brand Portfolio Strategy.

This blog post, written by Dan Schawbel, features an interview with David Aaker discussing his new book, "Spanning Silos: The New CMO Imperative."

A serious threat facing most brands in dynamic markets is the loss of relevance because the category or subcategory that they are serving is declining. Customers are no longer buying what the brand is perceived to be making. New categories or subcategories are emerging as competitors’ innovations create “must haves.” Remarkably, this dynamic can happen even if the brand is strong, customers are loyal and the offering has never been better, thanks, in part, to incremental innovations.

Positioning your brand represents the short-term communication objectives, what it is you want to communicate, enhance or reinforce about your current brand. It is about your brand and how it differs from and is better than other brands. Jaguar isdifferentiated, in part, around design. Dove provides moisturizing. 3M offers innovation. Whole Foods Market has sustainable seafood. Framing has a bigger agenda.

The existence of functional silos is a serious challenge for CMOs. This article, based on David Aaker's latest book, "Spanning Silos: The New CMO Imperative," discusses ways to combat silos to advance marketing and develop stronger offerings and brands.

Prophet Vice Chairman David Aaker argues that to succeed in today’s global arena, marketers must learn to appeal to consumers whose interests transcend individual products and regions.

A discussion of ten questions to help determine what brand portfolio problems your company may be facing and potential next steps to solving them.

In this article David Aaker lays out a step-by-step process that you can apply to give direction to your brand and improve your brand identity.

In this article, David Aaker argues that brand strategy is crucially important to an innovation. Without it, the strength of an innovation will be short-lived. 
*Please note, there is a fee to obtain the full text of this article.

In this article David Aaker shows the evolution of brand equity in Japan over the last five years and explains why brand building is a long-term project.

David Aaker highlights some thoughts from his new book, Brand Portfolio Strategy.

A perspective on how a company can dial up the importance and role of the corporate (company) brand.

In this article, David Aaker examines how silo barriers within organizations can be reduced or eliminated, leading to stronger offerings and brands and effective synergistic marketing strategies and programs.  *Please note, there is a fee to obtain a copy of this article.

One of the strongest retail brands in the world is Muji. BrandJapan has measured brand strength for 1,100 brands in Japan for eight years. Muji always has ranked in the top 30—and usually in the top 20—a consistency shared by only three other retail brands. Few brands deliver more emotional and self-expressive benefits than does Muji. Yet, the Muji brand vision is not to be a brand. It is the no-brand brand.

Winning the brand-relevance war involves engaging in substantial or transformational innovation to change what customers buy, to manage perceptions of the resulting new subcategory, and to build barriers to prevent competitors from overcoming their visibility and credibility barriers.

David Aaker tells the story of Nintendo's business strategy that led to five years of brand and market success.

Innovation is now a priority in most firms around the world just as quality was two decades ago. The challenge then was how to transform a quality program and results into a quality image. Today the need is to gain image credit for developing an innovative organization and a flow of innovative products.

David Aaker talks about brand relevance and explains concepts from his new book, Brand Relevance: Making Competitors Irrelevant, in an interview with Dan Schawbel from Personal Branding Blog.

In this interview with David Aaker, he discusses the consequences of the financial crisis on brands in the financial services industry, the silo thinking of globally operating companies, and the short duration of CMO’s in their jobs. *Please note, this article is in German.