You are viewing Aaker on Brands blog posts from December 8, 2015 through April 12, 2016. You can also view the most recent posts.

A Branding Guy’s Take on the Trump Campaign

Two insightful articles about Trump have recently caught my eye. The first in Politico, Michael Hirsh wrote about how Trump rebranded the GOP in his own image. The second in Fortune, Jeffery Pfeffer wrote about the role of strength and success in leadership.

Hirsh argues that Trump’s campaign success is only plausible because the Republican party has lost its way. The party has been unable to put forward convincing programs for the issues it supports, but has been clear about what the party is against: taxes on the rich, terrorism, Obama-initiatives, and keeping the government running. According to Hirsh, there isn’t a clear, consistent message on what they are for and why their opposition will lead to problem solution.

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April 12, 2016  •  Permalink

Is Small Data > Big Data?

Martin Lindstrom just published a new book, Small Data: The Tiny Clues that Uncover Huge Trends. It’s a passionate description and defense of anthropological research by one of its most gifted practitioners. It’s also a not-so-subtle dig at the tendency to overpromise the power and underestimate the limitations of big data.

Martin has an amazing lifestyle. He’s spent much of the past fifteen years traveling to 77 countries, where he has interviewed thousands of people in their homes (I get tired just talking to him). His book talks about his commercial successes and also about his observations about the cultures he has experienced.

A favorite of his stories is about Lego, which in the early 2000s were

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April 7, 2016  •  Permalink

The Patient Experience Study: 7 Learnings to Improve the Healthcare Experience

Seven provocative and suggestive learnings emerged from a major study of patient satisfaction that was just released by Prophet and GE Healthcare Camden Group. The following learnings provide a profile of the surprisingly dismal picture of the patient experience in healthcare today; but also provide insights that will hopefully lead to massive improvements.

Prophet, the branding and marketing consultancy, and GE Healthcare Camden Group, interviewed 3,000 consumers and 300 healthcare executives about the holistic patient experience. The focus was on the total experience, rather than silos such as hospitals, doctor specialties or insurance companies, because all aspects of the experience are intertwined in the minds of patients. Input from providers provided a more

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March 10, 2016  •  Permalink

3 Reasons Why Old Navy Is Surging

After struggling for several years, Old Navy has in the last year become the star of the Gap portfolio with sales of $6.5 billion – almost double that of Gap. CEO Stefan Larsson, who came from H&M in October 2012 (and left to be CEO of Ralph Lauren in October 2015) and CMO Ivan Wicksteed get a lot of the credit. How did they do it? Building on the Old Navy funky personality and value pricing, they made some tactical home runs, orchestrated organizational changes, and elevated in-store execution of some of the basics. Three elements of the strategy stand out.

Upgrading Product Relevance and Interest

A challenge for Old Navy has been to create product relevance and interest, to be more than a value store. Toward that end, their merchant staff was upgraded by drawing talent from brands like Coach, Reebok and North Face. The resulting team collectively improved design instincts around

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February 23, 2016  •  Permalink

Silo Saboteur: The Organizational Structure Destroying Your Brand Strategy

You’re losing valuable growth opportunities and have extreme difficulty building and effectively marketing the brands in your portfolio. If this sounds like a problem you’re facing, it could be the result of organizational silos sabotaging your brand and business strategy. What do you do? My study containing interviews with some 50 CMOs (as reported in the book Spanning Silos) provides some answers. But first, allow me to set the stage.

Autonomous organizational silos organized around products, countries or functions have been for a century the answer to managing complexity, keeping close to customers and products and holding managers accountable. However, silos no longer work because they:

Create a branding mess.
Silos


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February 9, 2016  •  Permalink

Chrysler Redefines Minivans [Again] with the 2017 Pacifica


Chrysler is at it again. The brand, which created the minivan subcategory and has led its evolution, is coming out with a new generation of the minivan, the 2017 Chrysler Pacifica minivan. It is designed to take the minivan to a new level and allow it to take sales away from the SUV subcategory.

Chrysler is a great representation of my theory that growth happens (with some exceptions) when you develop must haves that define subcategories instead of relying on “my brand is better than your brand” marketing. The firm illustrates not only how to create a category and manage it over time, but how to stimulate new growth and protect its position as a subcategory leader by evolving its defining must haves.

The 2017 Pacifica will open

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February 4, 2016  •  Permalink

Strategic Brand Agility


In these dynamic times, customers change, trends disrupt strategies, technologies transform the competitive context, and new subcategories emerge. As a result, there is a pressing need to be agile; to have the ability to adjust the offering, the core brand position, the value proposition, and customer relationship.

Strategic brand agility does not mean to change the brand or its presentation to satisfy a manager who is bored with the current brand strategy and wants to put his or her mark on the brand. Nor does it mean a misguided effort based on the assumption that a brand deficiency is holding back growth when actually the brand is not the problem in the first place. What then is strategic brand agility?

A strategically brand agile firm is one that can detect and respond quickly and strategically to significant changes in the marketplace. Such firms need to have four assets

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January 19, 2016  •  Permalink

Relentlessly Relevant Brands: The Role Models

Earlier this week Forbes ran an article announcing the release of a Prophet study which ranks the “relentless relevance” of 400 top brands from 27 categories. The respondents were U.S. consumers, active in the category and familiar with the brand, so the results go beyond visibility and reach to understand attachment to the brand.

Relentless relevance was measured by four dimensions:

  • Customer Obsessed: Being important to a person’s life, connecting emotionally, and creating happiness.

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January 12, 2016  •  Permalink

For Brands “Happily Ever After” is in Storytelling

Stories work better than facts. Stories capture attention. Stories are remembered and can be very persuasive. All of these are reasons why stories and storytelling have become such a hot topic in marketing communications in the era of ‘Content is King’.

Imagine this – you are a brand manager at L.L. Bean and tasked with communicating that the Maine Hunting Shoe possesses great qualities; it’s waterproof, full-grain leather, steel shank, rubber chain-tread, shaped foot form and made by expert craftspeople. In addition, you aim to prove that L.L. Bean is innovative, passionate about the outdoors and obsessed about quality and customer experience. You could simply tell them these true facts. Or you could tell a story...

Once upon

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December 22, 2015  •  Permalink

The Four Faces of Digital Marketing

Digital marketing has four variants and each has its own objectives, organizational players, technological tools and programs. Failure to recognize the differences between these core digital marketing program types will lead to ineffective and suboptimal overall digital effort. A misstep like this can be compared to creating a European branding strategy, but ignoring all cultural differences in lifestyle, brand profiles, and distribution channels.

The four digital program types can be defined by observing that digital can:

Support the product offering and its uses by providing information about its benefits, how it can provide value, its applications and how to obtain it. For some offerings and/or segments, the digital route will be the primary source to learn about the offering and a place to engage in interactive dialogue about the offering, its value, and its functions. For example:

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December 8, 2015  •  Permalink