Currently viewing the tag: "David Aaker"

david aaker on brand relevance

by denise lee yohn on June 14, 2011 · 0 Comments · in brand extension, brand perceptions, innovation

David Aaker, author, brand guru, Vice Chairman of the brand consulting firm Prophet, and professor emeritus at Berkeley’s business school, joins me for a provocative interview on the state of brands today. Providing color and context for his latest book, Brand Relevance: Making Competitors Irrelevant, Dave explains: why the only way for brands to win is to [...]

history of marketing, part one

by denise lee yohn on March 1, 2011 · 1 Comments · in brand equity, marketing, trends

A couple of weeks ago I wrote a blog post, Future of Marketing, which recapped the themes, tools, and tactics that 60 marketing experts expect will shape the future.  Given the interest the piece raised, I thought it might be equally interesting to review the history of marketing.  After all there’s a reason why philosopher and [...]

5 favorites on friday — favorite brand books

by denise lee yohn on August 7, 2009 · 5 Comments · in 5 favorites on friday, brand fun

In light of it being summer and time for some fun, I’m devoting each Friday in August to a post about my favorite brand resources.  Over the next few weeks, I’ll include recommendations for favorite articles, blogs, and podcasts on my favorite topic, brand — today, it’s 5 of my favorite brand books.

on marketing and leadership

by denise lee yohn on November 20, 2008 · 1 Comments · in brand value

Last week’s Ad Age juxtaposed 2 pieces worth noting: First was an excerpt from David Aaker‘s latest book, “Spanning Silos:  The New CMO Imperative.” Its main thesis