From Fargo to the World of Brands

By David Aaker

David Aaker has become the guru of brand strategy with his impact research, twelve books, hundred-plus articles, consulting, and speaking. From Fargo to the World of Brands details the intellectual journey that led to a focus on brands — with stops in marketing models, market research, advertising management, emotional advertising, and business strategy — and chronicles his attempts to influence management practices. It provides a profile of academic life, the story of a brand consulting company, and a description of the rich experience associated with his second professional home in Japan.

This warm-hearted autobiography also describes Aaker's personal life — growing up in the Midwest in the 40s and 50s, his roots, how a Fargo boy over his head survived at MIT and Stanford, his entrepreneurial failure, his passions and relationships, and how the Aaker family with three daughters evolved over 40 years.

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