Thursday, September 13, 2012
Forget Brand Preference: Win at Brand Relevance
David Aaker | Vice-Chairman
Prophet Vice Chairman David Aaker explains how the key to powerful growth is to forget the traditional focus on shopper preference and Win at Brand Relevance by creating must-have products in all-new categories and subcategories.
In this BrandSquare Live Session, Aaker explains that brand relevance is essential with today's hyper-connected shoppers and hyper-competitive marketplace. He discusses:
- How to identify and create "must have" products in new categories and sub-categories.
- How to manage the perceptions of these products by treating them as brands.
- How to create barriers competition by supporting innovation at every level of the organization.
With today's laser focus on in-category growth and competitors' moves, it's easy to forget about real innovation and strategies for staying ahead. Change how you view and manage your brands.
## About the Presenter: ##
David Aaker, Vice-Chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business, is the winner of four career awards for contributions to the practice and science of marketing. He has published over 100 articles and 15 books that have sold well over one million copies and include Strategic Market Management, Building Strong Brands, Brand Leadership (co-authored with Erich Joachimsthaler), Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos.
His latest book, Brand Relevance: Making Competitors Irrelevant, was named to three Best Book lists for 2011. Named as one of the top five most important marketing/business gurus in 2007, Professor Aaker has won awards for the best article in the California Management Review and twice in the Journal of Marketing.
A recognized authority on brand strategy, he has been an active consultant and speaker throughout his career. Aaker is a columnist for AMA’s Marketing News, and he regularly blogs at davidaaker.com and HBR.org.