You are viewing Aaker on Brands blog posts from November, 2012 (3 total). You can also view all blog posts.

A CEO Style to Admire

Tom Aaker, a friend and relative, is a CEO with an exemplary professional style very different from that of Steve Jobs whose style I recently wrote about, and a personal lifestyle that rivals that of Richard Branson of Virgin or Larry Ellison of Oracle. The combination has worked as he has advanced at Standard Chartered, a British banking company operating mostly in Africa, Asia and the Middle East. After successful CEO tenures in Zambia and Qatar, he moved to Indonesia three years ago, which is one of the firm’s largest operations with over 4,000 employees.

His professional style was recently captured in an interview by Sudibyo Wiradji in the Jakarta

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November 28, 2012  •  Permalink

“They laughed when I sat down at the piano — but when I started to play!”

When identifying the top print advertisements and best headlines in the last century of advertising, one written in 1926 by a young copywriter named John Caples, only one year on the job, is always part of the conversation. The ad is known by its headline, “They laughed when I sat down at the piano — but when I started to play!” His assignment was to entice people to buy piano lessons by correspondence from the U.S. School of Music. As inspiration he was given a pile of advertisements that worked, another pile that didn’t,…

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November 21, 2012  •  Permalink

How to Find External Brand Energizers

Almost all brands need energy in order to gain visibility and support key associations, which I wrote about a few weeks ago. I wrote later that one way to gain energy is with an ownable, internal branded energizer.

However, creating and owning an internal branded energizer that resonates with the target segments and energizes and enhances the target brand is difficult and expensive. It can take years to get traction at a time where action is needed in months. Indeed, it may not be feasible at all in a marketplace in which competitors have strong brands and active energizers of their own.

An alternative is the “external branded energizer, a brand that is owned by another organization. In essence, you find a brand already established with energy and attach the target brand to it. By energy, I mean some combination of exciting/interesting, involving/engaging, innovative/dynamic, and/or purpose-driven/passionate.

There is an infinite supply of brands outside your organization…

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November 7, 2012  •  Permalink