MarcomBest 11-14 November 2013
Location: National Convention Center, Hanoi, Vietnam

 

 

 

 

 

Professor David A. Aaker, The only way to grow, with rare exceptions

The only way to grow, with rare exceptions, is to create “must haves” that renders competitors less relevant and then building barriers to prevent them from becoming relevant. Aaker will discuss the remarkable pay-offs from such a strategy and how a firm can go about achieving a “must  have” breakthrough.  Winning is changing what people are buying affecting what brands are considered relevant.  He will also show how firms can avoid losing by remaining relevant in the face of three commonly faced threats.

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.  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, and his latest book, Brand Relevance: Making Competitors Irrelevant which 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 the.  A columnist for AMA’s Marketing News, he regularly blogs at davidaaker.com and HBR.org. 

           David Aaker, the Vice-Chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley, is the winner of three career awards for contributions to the science of marketing (the Paul D. Converse Award), marketing strategy (the Vijay Mahajan Award) and the theory and practice of marketing (the Buck Weaver Award), he has published over 100 articles and 15 books including Strategic Market Management,  Managing Brand Equity,  Building Strong Brands, Brand Leadership (co-authored with Erich Joachimsthaler) Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos, and his latest book, Brand Relevance: Making Competitors Irrelevant.  His books have been translated into eighteen languages.  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 equity and brand strategy, he has been an active consultant and speaker throughout the world and is on the Board of Directors of California Casualty Insurance Company and the Food Bank of Contra Costa and Solano Counties.  A regular columnist for AMA’s Marketing News,  He is at twitter.com/davidaaker and the Aaker on Brands blog is at davidaaker.com.

David A. Aaker is Vice-Chairman of Prophet (www.prophet.com), Professor Emeritus the Haas School of Business, UC Berkeley, and executive advisor to Dentsu. Named as one of the top five most important marketing/business gurus in 2007, he is a recognized authority on brand strategy. He has published over 100 articles and 15 books translated into 18 languages including his latest, “Brand Relevance: Making Competitors Irrelevant.” He can be reached at daaker@prophet.com and Twitter.com/davidaaker.

David A. Aaker is Vice-Chairman of Prophet, and Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley.  The winner of three career awards including the Paul D. Converse award for contributions to the science of marketing, he has published over 100 articles and 14 books translated into 18 languages including Strategic Market Management, Brand Leadership (co-authored with Erich Joachimsthaler) Brand Portfolio Strategy and his latest book, Brand Relevance: Making Competitors Irrelevant. Named as one of the top five most important marketing/business gurus in 2007, Professor Aaker is a recognized authority on brand strategy.