Must-Have!
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.
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David Aaker |
Article |
February 2, 2012 |
Be the Exemplar
Winning the brand relevance competition requires finding the right “must have,” bringing it successfully to market and then growing the resulting business. The problem is that success breeds competitors and the benefits of pioneering a new category or subcategory can be short-lived. A key step is to create barriers such as ongoing innovation, a large group of satisfied or even passionate customers, proprietary technology and preempted distribution.
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David Aaker |
Article |
January 19, 2012 |
Define your Own Market Category
It is Econ 101: Create an environment with weak competition. The alternative, fi ghting the “my brand is better than your brand” preference war, is rarely successful at changing market positions because of the resulting customer momentum.
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David Aaker |
Article |
January 19, 2012 |
Remove Negatives to Remain Relevant
Aaker details one of the growth paths described in his book, Brand Relevance: Making Competitors Irrelevant: Removing negatives, and reasons that people use when deciding to exclude your brand from consideration.
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David Aaker |
Article |
January 19, 2012 |
Partnerships With Staying Power
2011 was a year filled with great partnerships. Who could forget William and Kate’s grand wedding watched by billions around the globe, or the unions of Reese Witherspoon, Daniel Craig, and Nick Lachey? There was also the 72-day marriage of Kim Kardashian and Kris Humphries -- okay, so maybe not all partnerships are meant to be.
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Julie Purser and Simon Thun |
Article |
December 28, 2011 |
Four Steps to Success in the Digital World
It has become obvious that neither consumers nor businesses can evade the new digital world. As digitalization accelerates, its impact shows up not only through big players like Facebook, eBay, and Google, but also through digital media’s effect on the relationship between companies and customers.
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Jan Döring and Tosson El Noshokaty |
Article |
December 15, 2011 |
Understand, Improve Customer Engagement
Got engagement? You’d better hope so. Customer engagement is an important indicator of marketing and value proposition performance. Kevin and Brian outline a three-step process for ensuring success.
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Brian Myers and Kevin O’Donnell |
Article |
November 23, 2011 |
The Future of Marketing
Prophet contributed to the 70th anniversary of the GfM (Swiss Marketing Association) through 7 articles published in their symposium. Articles in English and in German
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Swiss Marketing Association |
Article |
November 7, 2011 |
When Customers Will Really Rule
Scott Davis and 7 other visionary marketers reveal their predictions for the marketing industry in the next decade in ANA Magazine.
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Scott M. Davis |
Article |
October 28, 2011 |
Emart Reinvented: Transformation to a World-Class Retailer
Jay Milliken and Andres Nicholls discuss how strategy-led design and understanding customer behavior are the key elements for the success of Emart.
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Andres Nicholls and Jay Milliken |
Article |
October 20, 2011 |
The Price is Right! Or is it?
Philip Otley explains in his article why pricing may be the sharpest double-edged sword that senior management can wield in their bid to create value for the enterprise.
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Philip Otley |
Article |
September 2, 2011 |
Understanding and Delivering Customer Experiences that Count
The ability to create and manage the customer experience is something more businesses would like to get right. It's an attainable goal. All it takes is the mindset combined with consistent and thoughtful deployment of tools that allow customer experiences to be monitored and optimized.
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Peter Dixon and Rune Gustafson |
Article |
August 15, 2011 |
Prophet’s 2011 State of Marketing Study
Prophet strives to understand how executives in brand and general management are making strides in driving growth and building brand equity.
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Andrew Flynn, Jesse Purewal, and Mike Leiser |
White Paper |
June 7, 2011 |
How To Make Your Competition Irrelevant
In this Q&A with Guy Kawasaki, David Aaker explains how to use branding as a weapon against your competition.
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Prophet |
Article |
April 27, 2011 |
2010 - 2011 European Reputation - Tech Companies Reign; Oil and Gas Firms Bring Up Bottom
Learn more about Prophet's European Corporate Reputation Study run in the United Kingdom, Germany, and Switzerland.
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Greg Handrick and Jay Milliken |
White Paper |
April 15, 2011 |
Brand Building and Social Media - Beyond Communication to Changing the Marketplace
In his article David Aaker outlines how social media can augment the offering to create a new category or subcategory.
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David Aaker |
Article |
March 23, 2011 |
Reputation Winners and Losers: Highlights from Prophet’s 2010-2011 U.S. Reputation Study
Learn more about how ethics and openness shape reputation in Prophet's second annual U.S. study of Corporate Reputation. Study shows how 145 Fortune 500 companies stack up with consumers.
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Jeff Smith |
White Paper |
March 1, 2011 |
Preference vs. Relevance
There are two ways to play the brand game, but which strategy delivers the strongest win? David Aaker presents concepts from his new book: Brand relevance: Making Competitors Irrelevant and explains why creating new categories and subcategories for a new product pays off.
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David Aaker |
Article |
February 28, 2011 |
Brand Preference vs. Brand Relevance
David Aaker's blog post about Brand Relevance as guest post on Jossey-Bass.
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David Aaker |
Article |
February 14, 2011 |
Winning The Brand Relevance War: Three Keys to Breakout New Offerings
David Aaker shares his views about being innovative and make competitors irrelevant.
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David Aaker |
Article |
February 10, 2011 |