Our thinking is appearing in publications around the world

Making customer-centricity a business priority is a process best undertaken with a long planning horizon. Chiaki and Fred talk about the 5 tenets to embrace to improve your customer relationships.

This article shows why Planning to Win is a market-driven approach that relies on senior business leaders to work together to identify what really matters to driving growth.

David Aaker shares his views about being innovative and make competitors irrelevant.

After years of paying lip service to the importance of marketing while engineering and design ruled the roost, technology companies are learning that maybe they need to be more like other businesses after all.

A perspective on the importance of brand building in the insurance industry.

An in-depth interview with Davis, Scott on how to manage your brand as an asset.

Unless your brand is one of the exceptions, it needs energy. a brand that has insu? cient energy has two potential liabilities. first, it will lack visibility and it will no longer be among those that come to mind when customers consider a purchase. it will be lost in the noise of the environment and will no longer be relevant. Second, and perhaps worse, it can see declines in key image items such as perceived quality and trust. in addition, it could see the degradation of its ability to drive diff erentiation and loyalty.

If marketers are looking for an easy time in this new decade, they must think again. There are three core trends that are irresistibly affecting the way marketers conduct their business; and they are each substantial.

Web 2.0 is doing a lot more than simply facilitating exciting new ways to establish a brand’s relevance with customers. On the marketing science side, it’s driving an equally exciting morphing of methodologies and the ways we use them. In short, we’re seeing a redefinition of the capabilities in the traditional analytics toolbox.

For all the great marketers and great marketing, we still see too many instances of what I call “cart before the horse” marketing. The cart, of course, is marketing tactics, while the horse is the need to meet critical customer needs. The result is strategies and initiatives that falter before the finish line.

CMOs can no longer invest in traditional marketing channels. They must focus their marketing dollars on customer touchpoints that create the greatest opportunity to generate sustainable brand value.  *Please note, this article is in German.

In this book, learn how to turn your brand from the logo on your letterhead into the driving force behind your company's growth, operational success, and long-term profitability.

This book examines how brand leadership can be achieved in the face of increasing competitive and economic pressures, including over-capacity, vicious price competition, product sameness, product proliferation, and powerful retailers.

In this long-awaited book from the world's premier brand expert, David Aaker shows how to construct a brand portfolio strategy that supports your business strategy and profoundly affects your profitability.

Success in dynamic markets involves creating offerings so innovative that they create new categories or subcategories — making competitors irrelevant. This groundbreaking book shows how brands such as Prius, Whole Foods Market, SalesForce.com, Zipcar, Wheaties Fuel, Muji, Asahi Beer, GE, and Apple have turned away from destructive brand preference competition to focus on winning the brand relevance war.

David Aaker's widely acclaimed book introduces the brand identity model and presents relevant case examples to bring it to life.

In this book, learn how to map out a strategy that can help an entire organization manage and live (not just think about) its brand.

Conversations with Marketing Masters offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview. Covering a wide range of issues and illustrating concepts with cases of success and failure, these seminal dialogues offer a rare look at what made each master great — and a glimpse of the marketing future.

Using vivid case studies, this book moves beyond reactive problem solving toward the development and realization of sound strategic objectives.

David Aaker's autobiography details the intellectual journey that led to a focus on brands and chronicles his attempts to influence management practices.