42 results for "David Aaker"
Partner Article
In a media environment that's saturated with content and advertising, marketers face a challenge in attracting consumers' attention and generating interest....
In the modern competitive business environment, innovative social initiatives offer a unique avenue for growth, customer loyalty, and employee engagement,...
Feb 22, 2024
In the last ten years, products have proliferated in every category of consumer goods and services, and the deluge shows few signs of letting up. Most...
This post is part of the HBR Insight Center Making Collaboration Work. The challenge for the Chief Marketing Officer is to create marketing and brand...
May 31, 2011
As more and more companies begin to see the world as their market, brand builders look with envy upon those businesses that appear to have created global...
When markets turn hostile, it's no surprise that managers are tempted to extend their brands vertically--that is, to take their brands into a seemingly...
Costs, market fragmentation, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing. Relying...
When a brand sallies forth into the marketplace, there are essentially two bases on which it can compete. The first is competing on brand preference by...
Apr 07, 2011
Almost 50 years ago Ernest Dichter, the father of motivation research, did a large study of word of mouth persuasion that revealed secrets of how to use...
Jun 17, 2011
The only real way to grow sales and profits is to create innovative offerings with some “must haves” that define new categories or subcategories for which competitors are not relevant. The goal is not only to find and successfully introduce such offerings but to create barriers that inhibit or prevent competitors from entering and becoming […]
May 20, 2011
Partner Article
A signature story is an intriguing, authentic, involving narrative with a strategic message that enables a firm to grow by clarifying or enhancing its...
And what needs to change if they want to improve.
Jun 06, 2013
A person with a smart phone can scan a bar code in Best Buy or Macy's, check the price, and order from Amazon or Target on the spot. So Amazon could receive...
Sep 06, 2011
The marketing field is faced with several challenges that for many firms will require a transformation in its capability and charge. Among them are the...
Oct 26, 2011
