Our thinking is appearing in publications around the world

From Prophet Vice Chairman David Aaker comes Three Threats to Brand Relevance. In it, Aaker reveals that the key to an organization’s sustained growth is to learn what it takes to bring “big” innovation to market and create barriers to competitors. Building on his full-length book Brand Relevance, Aaker offers a guide for confronting the three threats if they emerge and shows how to put in place the strategies that will keep the threats at bay.  

Andy Stefanovich's new book, Look at More, teaches you how to harness inspiration by thinking differently - and to encourage others to do the same. Using Stefanovich’s proven LAMSTAIH approach (Look At More Stuff, Think About It Harder) business leaders and employees can develop the practical skills, leadership behavior, and cultural mindset to consistently create ideas and drive innovation.

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.

James P. Catty’s latest book, Guide to Fair Value under IFRS, includes a chapter on “Trademarks and Brands” written by Prophet Academic Partner Roger Sinclair, PhD. The guide explains the concept of fair value in implementing IFRS (International Financial Reporting Standards), and its differences with U.S. GAAP. It provides detailed guidance as to how fair value is to be determined, and fills numerous gaps in common understanding of IFRS requirements.

Scott Davis’ latest book outlines the five shifts marketers must undertake to fundamentally shift the role of marketing and help drive both the growth agenda and bottom-line results.

Michael Dunn's latest book helps marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions.

David Aaker’s latest book discusses the prominence of silos within organizations and the disruption it causes to marketing efforts and overall company survival. He argues it’s up to Chief Marketing Officers to break down silo walls to foster cooperation and synergy.

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.

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

This book combines the thought leadership of the school's highly regarded marketing faculty with perspectives of senior business executives with years of experience in brand building. It includes a chapter written by Scott Davis titled "Building a Brand-Driven Organization."

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.

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.

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.

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.

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

This book provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets.

Strategic Market Management is designed to give you the strategic management tools you need to meet the challenges created by the dynamic nature of markets. Using a variety of concepts and methods such as strategic questions, portfolio models, and scenario analysis, the book outlines the five competencies that spark successful, ongoing strategizing.

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