You are viewing Aaker on Brands blog posts from February, 2012 (5 total). You can also view all blog posts.
The brand identity (BI) model, sometimes called the Aaker model, was introduced in my book Building Strong Brands back in 1996 and was refined and elaborated four years later in my book Brand Leadership. Although there are many dozen competitive models, the BI model has a worthwhile market share - as reflected by the fact that some 170,000 copies of the two books have been sold.
But why? What are the differentiating beliefs or principles that the model is based on? Let me identify six.
1. A brand is more than a three word phrase.
In fact, a motivation for developing the BI model was the prevalence of advertising agency brand models that needed a single thought to guide an advertising campaign.…
February 29, 2012 • Permalink
Most corporate brands (and most brands in general) would like be perceived as socially concerned in thought and action. A good percentage of those brands have walked the walk: They have made a difference perhaps by protecting the environment, helping the disadvantaged or changing eating habits. They deserve to be recognized for their values and efforts. Very few, however, are. Efforts to communicate in advertising or in the press are usually ineffectual. Why does the brand get so little credit for meaningful programs? It is in part because there are so many brands that talk about such values, that none have credibility. This is due in part to the fact that the stories they tell aren’t compelling.
But a few firms break through and do get credit from doing good. The 11th annual brand equity study of some 1,000 brands in Japan has a CSR (corporate social responsibility) scale that provides some…
February 23, 2012 • Permalink
I was underwhelmed by the 2012 Super bowl ads at almost every level. One exception was the Clint Eastwood’s Chrysler ad — “It’s halftime in America.” The ad talks about the hurting and how many pulled together to find the way back. It had powerful emotion, a distinctive Clint Eastwood voiceover and wonderful visuals that captured the feeling of real people successfully working their way out of tough times. Supporting the “imported from Detroit” message of Chrysler, it provided self-expressive benefits to owners and future buyers of the four Chrysler brands.
It reminded me of the most honest, effective and satisfying ads in my memory: The classic Hal Riney ads for the Saturn launch that appeared two decades ago. Saturn, as its tagline “a different kind of company, a different kind of car” suggested, was an American car that could compete in quality and value with the imports. Created by GM to provide a low-end option that could win against the imports, Saturn was…
February 15, 2012 • Permalink
The fact that the beloved charity that owns the pink ribbon decided to pull its financial support of Planned Parenthood (a decision that was reversed three days later) in the end will help the Planned Parenthood brand even more than it damages the brand of Susan G. Komen for the Cure, a nonprofit to which some 200 organizations like Ford, Major League Baseball, and BofA connect.
Here are the four key ways Planned Parenthood benefits:
Positive PR. The decision provided enormous publicity about Planned Parenthood and provided visibility of key statistics, like that it provides 165,000 breast cancer screens and 6,500 mammograms to low-income women who lack access to care, and the fact that only 3% of the budget is allocated to abortion services. This information got widespread exposure and, more important, an attentive, receptive, and enormous audience.
Improved image. The decision puts Planned Parenthood…
February 8, 2012 • Permalink
The marketing field is faced with several challenges that for many firms will require transformation in capability and charge. Among them are the following five.
1. Marketing needs to lead in substantial or transformational innovation that will result in new offerings that define new categories or subcategories. Marketing focused on “my brand is better than your brand” strategies supported by incremental innovation and conventional programs rarely create sales growth because markets have a lot of inertia. The only way to grow is through big idea innovation that will create enhancements or augmentations of the offering that will be regarded by customers as “must haves.”
2. Marketing needs to be strategic rather than tactical and needs to earn an influential place at the executive table. Marketing should own three key drivers of strategy: customer insights…
February 1, 2012 • Permalink