Brand Relevance Revisited: Aaker On Global Best Practices

By Prophet

We had such a positive response to David Aaker’s Brand Relevance webinar earlier this year that we held a reprise that highlighted some additional European and global case examples.

The webinar was based on Aaker’s latest book, Brand Relevance: Making Competitors Irrelevant, which has received several awards including Advertising Age’s 'Ten Marketing Books You Should Have Read' and strategy+business 'Best Business Books 2011:Marketing.' In his book, Aaker argues that brands should turn away from destructive brand preference competition to focus on winning the brand relevance war.

David presented concepts from the book highlighting European and global case examples including Audi, BMW, Becks, others. He also outlined the 4 key principles to beating competitors at the relevance game, all while growing your business and share of wallet.

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