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Marketing Guru David Aaker, "Brand Relevance"
 
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Marketing guru and Haas Professor Emeritus David Aaker talks about his new book, Brand Relevance, as part of the David Aaker Distinguished Speaker Series. In this event at the University of California, Berkeley's Haas School of Business, Aaker describes a competitive strategy of developing innovative offerings that make competitors irrelevant. The University of California Berkeley Haas School of Business is one of the world's leading producers of new ideas and knowledge in all areas of business - which includes the distinction of having two of its faculty members receive the Nobel Prize in Economics over the past 15 years. The school offers six degree-granting programs. Its mission is to develop innovative business leaders - individuals who redefine how we do business by putting new ideas into action, and who do so responsibly. The school's distinctive culture is defined by four key principles - question the status quo; confidence without attitude; students always; and, beyond yourself. Visit our website at http://haas.berkeley.edu
Views: 75640 Berkeley Haas
David Aaker on "Brand Relevance"
 
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David Aaker discusses key concepts from his newly-released book, "Brand Relevance: Making Your Competitors Irrelevant." Follow Dave on Twitter: @davidaaker, or read his blog here: www.aakeronbrands.com
Views: 5749 Prophet
Aaker on Branding: 20 Principles That Drive Success
 
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Featuring: David Aaker, Professor Emeritus, Haas School of Business, and Vice Chairman of Prophet Drawing from his new book, Aaker on Branding: 20 Principles that Drive Success, David Aaker will discuss what you need to know to create and manage strong brands. He'll comment on both the history and the future of branding, touching on the power of brand as asset, the role of a brand vision, the importance of innovation, and the need to change the focus from the offering to what the customer is passionate about.
David Aaker: "Forget Brand Preference: Win at Brand Relevance"
 
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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 today¹s laser focus on in-category growth and competitors¹ moves, it¹s easy to forget about real innovation and strategies for staying ahead. Change how you view and manage your brands. Don't miss another BrandSquare Live Session. Become a member today at http://www.brandsquare.com.
Views: 2645 BrandSquare
David Aaker - Brand Relevance - QSP Summit 2011
 
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QSP Summit 2011 - V Conferência Internacional "Leading Through Marketing Innovation" - orador David Aaker. David Aaker é Vice-Chairman da Prophet Brand Strategy, Professor Emérito de Marketing Estratégico na Haas School of Business, na Universidade da Califórnia em Berkeley e consultor da empresa Dentsu Inc. Apresentou o tema "Brand Relevance" indicando que o sucesso em mercados dinâmicos depende da gestão da Relevância. A estratégia passa por enfraquecer a concorrência na preferência da Marca através do desenvolvimento de ofertas inovadores que criem novas categorias e subcategorias para que os concorrentes se tornem irrelevantes. As duas peças para evitar a perda de Relevância são a certeza de que a empresa entrega o que o consumidor compra e a energia para ser considerada no momento da decisão de compra. Estas peças enfrentam desafios das marcas que procuram alcançar uma posição relevante numa nova categoria ou subcategoria.
David Aaker, Haas Professor Emeritus  "Three Threats to Relevance—Strategies that Work"
 
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Haas Professor Emeritus and one of the world's top marketing strategists, David Aaker discusses why creating brand relevance, not brand preference, is the key to developing competitive marketing strategies.
Views: 2195 Berkeley Haas
Berkeley Haas Dean's Speaker Series - David Aaker: "The Power of Brand Personality"
 
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David Aaker, E.T. Grether Professor Emeritus of Marketing and Public Policy, Berkeley-Haas Professor will speak on "The Power of Brand Personality" Aaker will discuss a remarkably useful perspective on your brand—namely brand personality. It can elevate the understanding of customer motivation, self-expressive benefits, and customer attachment to a brand. It can even be the key to communicating functional benefits. Brand personality can be traced to the colorful era of motivation research which provided both theoretical and methodological basis for using the concept.
Views: 1790 Berkeley Haas
What is Brand Equity?
 
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Welcome to the Investors Trading Academy talking glossary of financial terms and events. Our word of the day is “Brand Equity”. Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well-known name. One situation when brand equity is important is when a company wants to expand its product line. If the brand's equity is positive, the company can increase the likelihood that customers will buy its new product by associating the new product with an existing, successful brand. For example, if Campbell's releases a new soup, it would likely keep it under the same brand name, rather than inventing a new brand. The positive associations customers already have with Campbell's would make the new product more enticing than if the soup had an unfamiliar brand name. Companies can create brand equity for their products by making them memorable, easily recognizable and superior in quality and reliability. Mass marketing campaigns can also help to create brand equity. If consumers are willing to pay more for a generic product than for a branded one, however, the brand is said to have negative brand equity. This might happen if a company had a major product recall or caused a widely publicized environmental disaster. By Barry Norman, Investors Trading Academy
Marketing Prof. Emeritus David Aaker: Six Big Ideas from the Branding Era
 
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David Aaker, renowned marketing guru, Vice Chairman of Prophet, and Haas Marketing Professor Emeritus, speaks about his decades of pioneering work on branding at his annual talk at Berkeley-Haas. Aaker comments on both the history and the future of branding, touching on the power of "brand as asset," the role of a brand vision, the importance of innovation, and the need in today's Digital Age to change the focus from the offering to what the customer is passionate about. This talk was part of the Dean's Speaker Series. (April 21, 2014)
Views: 16826 Berkeley Haas
Aaker's Brand Personality Model: A Modern Case Study
 
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It's been 20 years since Jennifer Aaker published her 1997 study 'Dimensions of brand personality' in the Journal of Marketing Research. Unlike a lot of theoretical marketing concepts born out of the 20th century, Aaker's model has somewhat stood the test of time. Link to blog post - http://trendjackers.com/brand-personality-case-study/
Views: 3036 Trendjackers
David Aaker: The Anatomy of a Signature Story
 
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What are the four elements of an effective signature story? David Aaker, the Vice-Chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Haas School of Business, is the winner of four career awards for contributions to the practice and science of marketing, the most recent being named to the NYAMA Marketing Hall of Fame. He has published over 100 articles and 17 books that have sold well over one million copies and include Strategic Market Management, Building Strong Brands, Brand Leadership (co-authored), Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Brand Relevance, and his latest book Aaker on Branding. 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 the world. A columnist for AMA’s Marketing News, he regularly blogs at davidaaker.com and LinkedIn. Aaker holds a BS in Management from Massachusetts Institute of Technology, an MS in Statistics from Stanford University, and a PhD in Business Administration from Stanford University.
The Impact of Signature Stories For Brands with Prophet’s David Aaker
 
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In his new book, “Creating Signature Stores: Strategic Messaging that Energizes, Persuades, and Inspires,” Prophet’s Vice Chairman David Aaker discusses the importance of introducing stories into the communication process. When it comes to brands, stories are more important than facts. Why? Because stories are orders of magnitude more capable of getting attention, changing perceptions, creating feelings, changing attitudes, stimulating and inspiring action, and creating energy and visibility. Pick up a copy of “Creating Signature Stories” by David Aaker to learn more about brand stories. Learn more at signaturestoriesbook.com.
Views: 1192 Prophet
Marketing Guru David Aaker, Brand Relevance   Berkeley Haas
 
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We are a group of Entrepreneurs that help the Average Person to learn how to brand themselves, by offering over $1000 of "FREE" Coaching to get them started on their journey to creating wealth for themselves.
Views: 24 Ron Bush
The Brand Relevance Index: What Leading Brand Thinkers Really Think
 
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For the full interview, check out our article: http://buff.ly/2dlQlA4 We talk to Andrew Pierce, President of Prophet, US, about the Brand Relevance Index, a relatively new effort to extend and apply the work of Prophet Vice Chairman David Aaker to a wider practice (for a look at the theory beyond the practice, refer to Aaker’s book Brand Relevance).
Views: 665 Brandingmag
Brand Relevance
 
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Author and branding guru David Aaker reveals how successful companies can keep their brands relevant in his newest book, "Brand Relevance."
Views: 450 Wiley
Three Threats to Brand Relevance: Strategies That Work
 
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From branding guru and Prophet Vice Chairman David Aaker comes Three Threats to Brand Relevance, a provocative new offering in the Jossey-Bass Short Format series. In Three Threats, Aaker reveals that the key to an organization's sustained growth is to learn what it takes to bring "big" innovation to market and create barriers to competitors. Aaker also shows how well-established companies can avoid becoming irrelevant in the face of the continuing parade of marketing dynamics led by others. Building on his full-length book Brand Relevance, Aaker offers a guide for confronting the three threats if they emerge and shows how to put in place the strategies that will keep the threats at bay.
Views: 382 Prophet
Three Branding Trends You Need to Know - David Aaker
 
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Webinar featuring David Aaker, University of California, Berkeley. According to David Aaker, branding is now facing three paradigm-shifting trends, all market driven. The first is a shift from “my brand is better than your brand” marketing to subcategory competition. The second is a shift from communication about a brand, offering, or firm to content the customer is really interested in—the customer's “sweet spot.” The third is the rise of higher purpose objectives that have become a central part of the competitive battlefield. In this webinar, Aaker discusses these branding trends and offer his perspective on how marketers today must respond.
Philip Kotler on the importance of brand equity
 
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What is the difference between brand equity and brand valuation? Why is it that CEOs should focus on the movement of their brand equity? How reputation relates to brand - and what the factors are that build your reputation as a company You can't compensate for poor products! Learn what the 6 handles are for managing your brand.
Views: 30755 LeadersIn
How to Activate Brand Relevance
 
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Mike Leiser, Chief Strategy Officer at Prophet, describes the three keys to activating brand relevance, determined from years of in-depth research through the Brand Relevance Index. Learn more about how to build a strong brand, generate growth, and impact our world.
Views: 267 Prophet
Brand Relevance Index
 
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At Prophet, we believe that the strongest brands are the ones that are relentlessly relevant and making a difference in consumers lives. Prophet’s Chief Growth Officer Scott Davis recounts how we set out to do a study to really understand, from a consumer’s perspective, the top brands that people can’t live without. We developed the first customer-based brand relevance ranking index. In doing so, we discovered that the best brands share a few key unifying characteristics that help them to excel. See the full ranking results of the Brand Relevance Index study at https://www.prophet.com/relevantbrands Learn more about Prophet and how we can help your business grow better at https://www.prophet.com
Views: 978 Prophet
Brand Relevance
 
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Jeremy Maggs chats to Daniel Padiachy, Chief Marketing Officer for McDonald's South Africa, about how important it is for brands to stay relevant.
Sunspel CEO: How to make a heritage brand relevant to young people
 
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1860. The year of Abraham Lincoln's nomination for US President, the last major bare knuckle boxing fight in England, the publication of Charles Dickens' Great Expectations and the year that British clothing company Sunspel was founded. So how does a company with 154 years of history ensure it remains relevant to customers today? That's the question Nicholas Brooke had to ask himself when he bought the company with a business partner in back 2005, at a time when Sunspel were precariously close to going out of business. In the time since, Nicholas and his partner Dominic Hazlehurst have repositioned Sunspel as a new luxury brand rather than of old luxury, making the very most of online and offline retail experiences, product innovation and carefully selected brand partnerships whilst respecting the proud Sunspel identity and heritage. We talk to Nicholas about some of the changes and modernisation that's helped to revitalise and grow the business as well as hear how hiring has been so important to making the brand relevant to newer customers today. http://sunspel.com http://info.sunspel.com https://twitter.com/sunspelclothing Cutaway footage courtesy of Sunspel, Danny Cooke, Alexander Thornton and Laura Holmes Production. Music: "Profondo Blu" by Fabrizio Paterlini From the album Viandanze (EP) http://play.spotify.com/album/79ENoi0C6XVvYjdsUtUCFX "Ring The Bell (Instrumental)" by YACHT From the album See Mystery Lights http://itunes.apple.com/us/album/see-mystery-lights/id323909878
Views: 5042 eatbigfish
The Brand Race: How to Rise Above the Competition, featuring Dr. David Aaker
 
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Incremental product improvements to promote “my brand is better than your brand” have little impact on the market dynamics affecting market share. In industry after industry, the brand race is won instead by substantial innovations that define new categories or subcategories and thus make competitors irrelevant.
Brand Relevance Making Competitors Irrelevant
 
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http://www.youwillrich.net/shop/detail/brand-relevance-making-competitors-irrelevant-3021/ Starred Review. Brand guru Aaker (Building Strong Brands) explains how companies can keep their brand relevant through innovation and the creation of new categories or subcategories that they can "own" in the minds of consumers. While plenty of books emphasize the need for constant innovation, Aaker dives deeper; customers determine brand relevance and companies as diverse as Japanese beer maker Asahi, Xerox, IKEA, Zappos, and Apple have each carved out a unique market niche, a niche that must be protected through the creation of barriers for competitors, Aaker argues. Postmortem evaluations of epic failures like the Segway, Nabisco's Snackwells product line, and Apple's Newton digital assistant will help brand managers avoid costly and high-profile marketing missteps. Those familiar with the author's work will recognize his textbook approach. His clear prose and honest assessments will resonate with small business owners or brand managers and should be required reading for anyone with a vested interest in keeping their company on the tip of their consumers' tongues.
Views: 125 Nguyen Kinh Luan
Brand Relevance Index
 
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At Prophet, we believe that the strongest brands are the ones that are relentlessly relevant and making a difference in consumers lives. Prophet’s Chief Growth Officer Scott Davis recounts how we set out to do a study to really understand, from a consumer’s perspective, the top brands that people can’t live without. We surveyed nearly 10,000 customers on 400+ brands across 27 industries to develop the first customer-based brand relevance ranking index. In doing so, we discovered that the best brands share a few key unifying characteristics that help them to excel. See the full ranking results of the Brand Relevance Index study at https://www.prophet.com/relevantbrands. Learn more about Prophet and how we can help your business grow better at https://www.prophet.com
Views: 1221 Prophet
David Aaker on “Strategic Stories” from BerkeleyHaas
 
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Title: Signature Stories David Aaker, E.T. Grether Professor Emeritus of Marketing and Public Policy
Views: 3900 Berkeley Haas
What is Your Signature Story? - David Aaker
 
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Extensive research shows that stories communicate many times more effectively than facts. Professor Emeritus David Aaker's talk tells how the power of stories can be used strategically as well as tactically. A signature story is an intriguing, authentic, involving story with a strategic message that enhances the brand, the customer relationship, the organization, and/or the business strategy. It can become an asset that serves an organization internally and externally. You too should have a set of signature stories. David Aaker, the 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, the most recent being named to the NYAMA Marketing Hall of Fame. He has published over 100 articles and 17 books that have sold well over one million copies and include Strategic Market Management, Building Strong Brands, Brand Leadership (co-authored), Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Brand Relevance, and his latest book Aaker on Branding. 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 the world. A columnist for AMA's Marketing News, he regularly blogs at davidaaker.com and LinkedIn.
David Aaker & Jennifer Aaker: The Power of Signature Stories at Gap Inc. March 2017
 
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What is your signature story? A signature story is intriguing, authentic and involving. If offers a strategic message that enhances a brand, customer relationship, organization, business strategy and even an individual’s core values or traits. It can become an asset that serves an organization or an individual. Learn how to create your signature story, keep it alive, and make it work for you in your career and life. About David Aaker: David Aaker, the Vice-Chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Haas School of Business, is the winner of four career awards for contributions to the practice and science of marketing, the most recent being named to the NYAMA Marketing Hall of Fame. He has published over 100 articles and 17 books that have sold well over one million copies and include Strategic Market Management, Building Strong Brands, Brand Leadership (co-authored), Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, Brand Relevance, and his latest book Aaker on Branding. 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 the world. A columnist for AMA’s Marketing News, he regularly blogs at davidaaker.com and LinkedIn. Aaker holds a BS in Management from Massachusetts Institute of Technology, an MS in Statistics from Stanford University, and a PhD in Business Administration from Stanford University. About Jennifer Aaker: Jennifer Aaker is a social psychologist who studies time, money and happiness – specifically how people chose to spend their time and money, and when and why those choices are associated with lasting value. She also focuses on how small acts can create significant change, and how those effects can be fueled by digital and social media. Together with her husband, she co-authored the award-winning book “The Dragonfly Effect: Quick, Effective and Powerful Ways to Use Social Media to Drive Impact.” She teaches courses at Stanford’s Graduate School of Business on global brand building, designing story in a digital world, and power of story, and serves on the Advisory Board of several private companies and early stage startups such as ADAY to Google X. The recipient of numerous prestigious awards, Jennifer’s research has been featured in a variety of media including the Economist, Science, and the New York Times. She counts winning a dance-off in the 1980s, establishing a reputation of cooking poorly, and raising her three children, Cooper, Devon and Tea Sloane, as her biggest accomplishments (although not necessarily in that order). Jennifer holds a BA in Psychology from UC Berkeley and a PhD in Marketing from Stanford University.
Brand building - How to build a brand
 
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http://www.evancarmichael.com/support/ - SUPPORT ME :) Like this video? Please give it a thumbs up below and/or leave a comment - Thank you!!! Help me caption & translate this video! http://www.amara.org/en/profiles/videos/Evan%20Carmichael/ Emil: "Hey Evan! I have a question I believe many entrepreneurs have struggled with. I own a small business with potential to become medium/big. But the barrier to entry is low and I am afraid that others/large companies will copy what I am doing. How do I prevent that? (By the way, I am selling a food product and it cannot be patented). Thanks!" Help us caption & translate this video! http://amara.org/v/FWmj/
Views: 93021 Evan Carmichael
The Top Brands in the U.S. | 2018 Prophet Brand Relevance Index®
 
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The 2018 Prophet Brand Relevance Index® is here! We surveyed 15,000 customers across 257 brands to determine the most relevant brands in the United States. Scott Davis, Chief Growth Officer at Prophet, explains five key findings, like the fact that consumers are more willing than ever to trade their personal data for better, more individualized customer experiences. Get the full Prophet Brand Relevance Index® here: https://www.prophet.com/relevantbrands-2018/
Views: 677 Prophet
Challenges to Brand Relevance – BrandSmart 2015
 
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Branding Magazine went to BrandSmart 2015 and interviewed CMO and branding leaders about the challenges they face in keeping brands relevant... and what they're doing about it. WIth Pam Hollander from Allstate, Larry Deutsch from Blue Chip Marketing Worldwide, Brendan Honan from JJohn B. Sanfilippo & Son, Inc. and Tom Jacobs of the Jacobs Agency.
Views: 430 Brandingmag
Is YOUR Brand Relevant?
 
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BrandSpark’s Annual American Shopper study is out with some very surprising findings.
Views: 117 The Lempert Report
brand relevance
 
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Views: 10 Jasmeen Kaur
Reinventing brand relevance
 
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Jim speaks as the opening keynote speaker for a global restaurant chain, and talks to the issue of brand relevance : and how difficult it has become for organizations to keep brands "fresh" in the face of social networking technologies. Key point: "a brand is no longer what you say it is - it's what they say it is."
Views: 527 Jim Carroll
The Power of Storytelling: Making Brands Come to Life
 
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In the webinar, Prof. Jennifer Aaker and David Hornik of August Capital discuss the importance of stories in fueling growth and innovation in your company as well as the role of stories in shaping how others view your brand. To learn more about Prof. Aaker's course and further your understanding of brand storytelling and innovation visit: http://create.stanford.edu/courses/power-of-stories.php In an environment characterized by 24/7 news cycles and interconnected customers with the power to rapidly communicate their likes and dislikes to millions at the push of a button, organizations are challenged to keep their brands fresh, relevant, and differentiated. Companies must rethink their approach and consider the power of the narrative to build a strong and innovative brand. Presented By The Stanford Innovation and Entrepreneurship Certificate program. For more information about the Stanford Innovation and Entrepreneurship Certificate, visit http://create.stanford.edu
Views: 24133 stanfordonline
Building Strong Brands
 
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After working with more than 500 brands over the past 20 years, we've seen a lot of change. Capturing market share is becoming more elusive. Marketing investments must work harder than ever before, and creating relevant brand connections has become increasingly complex. What hasn't changed, though, is the fundamental purpose of a brand: To inspire how people feel, influence how they behave, and compel them to act.
Views: 14343 Prophet
David Aaker on BNET "The Live One"
 
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David discusses key concepts from his book, "Brand Relevance" and how to make competitors irrelevant by changing the way people buy. Follow Dave on Twitter: @davidaaker, or read his blog here: www.aakeronbrands.com
Views: 652 Prophet
What is Branding?
 
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Facebook: https://www.facebook.com/NorwichBSchool Twitter: https://twitter.com/NorwichBSchool This video was produced in 2011 by the MSc Brand Leadership team at Norwich Business School, University of East Anglia. The course was the first of its kind in the world and has attracted students from 23 countries including Japan, USA, Singapore, Taiwan, UK, India and China - to name but a few.
Views: 1464447 NorwichBSchool
#77.   Brand Preference  vs  Brand Relevance
 
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Ian Simpson one minute high performance tip. Tokyo Real Academy. Talks with people of Influence. The Edge. MTP.
Views: 122 Active English
Brand Relevance and Resonance (Smart Monday/Positioning)
 
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https://www.facebook.com/onceadaymarketing Brand awareness isn't enough. Jim Glover, That Branding Guy, defines brand relevance and resonance in his Once a Day Marketing video advice. Quick Glimpse: This is how to strengthen your brand.
The Importance of Branding in a Small Business
 
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Are you looking for advice on small business branding? Have you defined your brand? Ellie Drake and our guest Honey Parker can help! Watch this video and learn the importance of branding.
Views: 43020 Ellie Drake Now
Dueling Professors: Jennifer Aaker and Dave Aaker in Conversation
 
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Dave Aaker, vice chairman of Prophet, a global consultancy, and Prof. Jennifer Aaker take on the shifting role of marketing. The two, father and daughter, discuss their respective research on brand, marketing, giving and social media - as as well the impact they have had on each other. Dave Aaker is professor emeritus of the Haas School of Business, UC Berkeley. http://faculty-gsb.stanford.edu/aaker/ http://www.prophet.com/about/management/aaker.html March 9, 2009
“Lessons in Building and Managing Strong Brands.” – Kevin Lane Keller of Dartmouth College
 
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Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Keller’s impressive academic resume includes degrees from Cornell, Duke, and Carnegie-Mellon universities, award-winning research, and faculty positions at Berkeley, Stanford, and UNC. Through the years, he has served as brand confidant to marketers for some of the world’s most successful global brands, including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, L.L. Bean, Procter & Gamble, Samsung, and Starbucks. His textbook, Strategic Brand Management, in its 4th edition, has been adopted at top business schools and leading firms around the world and has been heralded as the “bible of branding.” He is also the co-author with Philip Kotler of the all-time best selling introductory MBA marketing textbook, Marketing Management, now in its 15th edition. From July 1, 2013 to July 1, 2015, he served as the Executive Director of the Marketing Science Institute.
Three Ways to Build Brand Awareness
 
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Explore the pros and cons of the different tactics you can use to develop a sustainable awareness-building program for your brand. VIDEO TRANSCRIPT: With over a trillion pages indexed by Google the odds of your site getting found by the right prospect are astronomically stacked against you. If you’d like to increase those odds, stay tuned because today we’re going to explore the pros and cons of the different tactics you can use to get your brand found online. My objective is to help you achieve a more balanced approach so that you can develop a sustainable awareness-building program for your brand. Why it matters Imagine your perfect prospect sitting at home in front of her computer. She’s never heard of your brand. How is she going to find your website, how is she going to find your online store, your blog, your social media sites, or the online contest you’re hosting? Of course, if you knew who she was you could find her through outreach activities on social media or with email. But right now let’s focus on the inbound challenge of being found by prospects online. I don’t think any online marketer needs to be convinced of the importance of building and maintaining awareness for their brand. But optimizing your web pages and waiting for Google to deliver prospects is only part of the answer. There is a lot more you could do to build brand awareness. But with so many ways to be found online the question becomes which one is best for your brand? Well, I’ve got good news on two counts. First, you don’t need to choose and second there are actually only three ways that prospects can find you online anyhow. I’d like to look at the pros and cons of each to help you build a more effective and sustainable online awareness program for your brand. What it is The first way for prospects to find you online is through paid promotion. This means paying someone money to access their audience. Adwords is the most popular form of online paid promotion. With Adwords you pay Google to gain access to the 1.2 billion people who use their search engine each month. But there are many variations on this theme such as Facebook ads, LinkedIn post promotion, banner ads and native content. In all cases you’re paying a gatekeeper to gain access to a third party’s proprietary audience. In the case of paid search, the key concepts are clickthrough rate and conversion rate. Clickthrough rate refers to the percentage of people who click on your link when it is served up in their search results. The average clickthrough rate for paid search is about 3 and a half percent. So for every 10 thousand people who are shown your link you can expect 350 visitors to your site. Conversion rate refers to the percentage of those visitors who perform the desired action, that usually means buying something. The average conversion rate for paid search is around 5 percent. So from your 350 visitors you could expect to get 18 purchases. How much Google charges per click depends on how many other people want to advertise with that word. So although the average cost per click is about 40 cents, words that are highly sought after can cost over forty dollars per click. Which means your 18 buyers could cost you anywhere from 140 to 14,000 dollars or between 8 and 8,000 dollars per sale. The biggest upside of paid promotion is that you get immediate results. And over time these results can become predictable. So you can calculate the anticipated return on your investment with regard to traffic and conversions with a fair degree of accuracy. Since everything about this investment is measurable it’s easy to show cause & effect and to explain the investment to superiors. Pay-per-click scheme also comes with a potent feel-good factor because in theory you only pay for results. On the down side, the public trust factor in this type of exposure is low since it’s essentially the brand recommending itself, so visitors arriving through paid links may be more skeptical. Paid promotion can also be expensive if it’s your sole means of driving traffic and conversion. Especially as competition for your desired keyword increases. Budget allocated to paid promotion often displaces investment in developing the brand’s website in ways that would attract organic awareness and traffic. And as the website becomes less able to attract visitors on its own, brands can find themselves completely dependent on paid promotion to maintain their sales... Read more here: http://bit.ly/BrandAwarenessVideo
Views: 11639 Duffy Agency
The One Question -- Business Marketing Association --David Aaker
 
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Jeff Willinger asks David Aaker from Prophet how to keep your brand relevant and how to crush your competition in the October BMA Chicago One Question.
What Keeps a Brand Relevant Over Time - Jason Anello
 
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In Chapter 6 of 15 in his 2010 Capture Your Flag interview with host Erik Michielsen, creative director and experience marketer Jason Anello highlights what makes a brand relevant. Thinking of a brand as a person, complete with personality, is an approach Anello uses to communicate his point. It is about maintaining genuine, consistent behavior while also embracing and adapting to cultural change as time lapses. Here, Anello points out that it is less about full immersion into a trend than it is about recognizing new ways the brand can test different ways to communicate or share itself with its audience. Anello is the co-founder of non-traditional marketing agency Manifold Partners - www.wearemanifold.com . He is the co-founder of Brooklyn-based supper club Forking Tasty - www.forkingtasty.com . Previously he held creative leadership positions as an Ideologist at Yahoo's Buzz Marketing team and as an associate creative director at Ogilvy & Mather - www.ogilvy.com . Anello is an alumnus of the University at Albany - www.albany.edu View more videos at http://www.captureyourflag.com Follow us on Twitter: http://www.twitter.com/captureyourflag Like us on Facebook: http://www.facebook.com/captureyourflag
Views: 423 Capture Your Flag
Brand Relevance by Baaghil ( IKEA)
 
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Brand Relevance a “Create Your Space” project by Baaghil Why IKEA is one of the most or the most relevant brand in Home Furnishings. I’ll walk you through the engagement experience and values delivered as brand that serves both customers and employees. Saudi Arabia is one IKEA’s top franchise or the top two. My reasoning of selecting Saudi Arabia is to also showcase Saudi employees at their best with great passion to serve and impact the Brand Relevance. What is Brand Relevance? A video series on global and Middle Eastern brands that strike the most relevance through their unique business idea that addresses the target segment and builds its relevance on unique attributes. Brand Relevance by Baaghil is a video series on brand that targets companies with successful brand records across the Middle East and the world. The video series educates the public on brands and the benefits of owning brands. A real lifetime experience that boils the wisdom and hacks going through actual journeys to explore brand purpose, values and promise. Unlike other business series, Brand Relevance focuses on showcasing brand journey to employees and customers and how both are addressed through different sets of values as stakeholders. Our approach is holistic. We audit each brand prior to filming to identify their relevance and impact. The video series features Baaghil, the internationally renowned brand expert and founder of Brand Relevance, to tell the story of these companies based on their Brand Relevance. Not all companies qualify for this series and that is why we will only feature those that are Brand Relevant. What is the main focus of the series? The series presents brand journey through storytelling format of all touch points and key interviews of internal and external stakeholders. Which companies do you focus on? Brand Relevance focuses on companies that demonstrate great relevance after a strict audit, such as IKEA, Almarai, Apple, Google, Chipotle, Five Guys and others. What is the purpose of this video series? The purpose is to educate the public on key values delivered by the brand and why the brand is relevant. Brand Relevance is a storytelling that raises brand equity. Brands today lack relevance and target segments fail to connect with brands for many reasons. Our services deliver both idea and value behind the brand. Is this a one-time video? Yes, we aim to cover fifteen companies a year maximum. Also, we plan to share the video across all social media for one or two month. Who is the presenter? Baaghil is the Unconventional Branding and Marketing adviser whose out of the box ideas ignite companies to rethink how to reach their target audience and build sustainable Brands. His expertise, however, are not for the faint-hearted. His clientele consists of CEOs, CMOs of leading organizations who are bold enough to be strikingly different from their competitors by breaking the chains of traditional patterns, evolving their business and as a result, creating brands that dominate the category To learn more about Baaghil, visit www.askbaaghil.com. How do we book? If you think your brand is Relevant email us at [email protected], you’ll still have to go through our audit process.
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