David Aaker

Articles by David All articles by David

• Online Advertising Creativity: Homepage Takeover: HBO; Hung, "Season 2 Takeover"  in OMMA Magazine on 09/03/2010
  

• Why Sony Missed The IPod - The Curse Of Silos  in Marketing Daily on 02/06/2009
  

  Sony's three silos thwarted the efforts by Sony to create a new category and preempt Apple's iPod, which is soon to sell its 200 millionth unit. It is likely that a product that combined the energies, resources, and customer insights of the three silos and was improved over time would have been successful and that the iPod opening would not have materialized.

Comments by David All comments by David

• Q&A: What's Ailing Auto Brands by Sarah Mahoney (Marketing Daily on 01/08/2013)
  

  With respect to dealer experience and control, keep an eye on Telser. I my view it is along with Zipcar the most important innovation in brand-customer interaction for decades.

• Interbrand: Toyota Tops In Green by Karl Greenberg (Marketing Daily on 06/28/2012)
  

  It is amazing to me how firms have taken intiative and made such advances while the US government is paralized and gives little leadership. davidaaker.com

• Anatomy Of A CEO by Kate Benson (Marketing Daily on 11/28/2011)
  

  What makes a great CEO is fascinating. But Steve Jobs definately did not pass 2, 4, or 5. I am remined of Bobby Knight, the CEO of a basketball program that was very successful and also failed these same three dimensions. Many styles can work.

• 8 Ways To Inject Your Brand With Mojo by Janie Curtis (Marketing Daily on 05/31/2011)
  

  Good topic. Relevant is my concept of branded energizer, where the goal is to find or create something with energy and attach the brand to it like Avon's Walk for Breast Cancer. Details in the book Brand Relevance: Making Competitors Irrlevant

• The Challenge Of Engaging Online Advertising by Thom Forbes (Marketing Daily - Top of the News on 01/10/2011)
  

  Chris has great insight into advertising with the metaphor if you want love you don't become a stalker. Don't engender hate by making people otherwise in control to watch a 30 second ad before they see what they wanted. He talks about the day of PC coputer magazine where the advertsers were part of the cummunity and the audience read the ads as much as the articles. He suggests that advertisers stive to be us. Good stuff.

• Is White Out? by Thom Forbes (Marketing Daily - Top of the News on 01/07/2011)
  

  TarylorMade with its white R11 driver agrees.

• Ford Up, Toyota Down In New Perception Survey by Karl Greenberg (Marketing Daily on 01/05/2011)
  

  In my blog davidaaker.com i hypothesized that Toyota will recover from the quality issues but that the real impact will be on Ford, Hyundai and the other brands. They will no longer have a glass ceiling to prevent them from becoming perceived quality leaders. That will be lasting.

• What Happens To Long Shots After The Big Payoff? by Thom Forbes (Marketing Daily - Top of the News on 12/17/2010)
  

  Scaling a niche brand is hard not only because of organizational culture issues but because being a niche is part of the cusomer's self-expressive benefit. That makes some that have scaled successfully like Starbucks and Nike without losing their core meaning is impressive.

• Border's Noble Idea: Will Anybody Come? by Thom Forbes (Marketing Daily - Top of the News on 12/09/2010)
  

  In the 1960s the checkless society was just around the corner and fifty years later we are still writing checks. I suspect that there will be a segment that still prefers bookstores for all or part of their book buying, still prefers hard copies, and will support an industry--the problem is that B&N and Borders have built huge facilities that require scale and it is not clear that such a tact will be the bookstore survivor.

• Sometimes It Ain't Broke by Gary Leopold (Marketing: Travel on 12/06/2010)
  

  THere is a bias toward change that should be resisted because consistency over time has a huge payoff. But that doesn't mean that a program should be continued that was never successful or is no longer successful because the target market or value propositon has changed or it has become tired or dated. The trick is to tell whether a change is warrented and will result in something better. In my book Building Strong Brands, I have a chapter on this topic. There is no question it is a key and underappreciated issue. davidaaker.com

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.