Marketing Innovators Luncheon Seminar
David Aaker, Vice Chair, Prophet and Author
Audio and the deck from this presentation may be found below.
Forget Brand Preference, Win the Brand Relevance War
David Aaker, Vice Chairman of Prophet consults exclusively for Prophet clients. He is the creator of the Aaker Model™, has published more than 100 articles and 15 books, including his latest, Brand Relevance: Making Competitors Irrelevant, which was cited by Advertising Age as being among the "Ten Marketing Books You Should Have Read" in 2011 and was named one of the top 3 marketing books of the year by Strategy and Business. His other books include: Spanning Silos: The New CMO Imperative, Managing Brand Equity, Building Strong Brands, Developing Business Strategies, Brand Leadership, Strategic Market Management, From Fargo to the World of Brands, and Brand Portfolio Strategy. Follow David on Twitter.
He is also featured in a chapter of Conversations with Marketing Masters — a collection of insights from some of the world’s most influential marketing gurus. He has been awarded best article awards by the Journal of Marketing and the California Management Review.
Professor Emeritus at the Haas School of Business, University of California, Berkeley, he has been awarded four career awards including the 1996 Paul D. Converse Award for outstanding contributions to the development of marketing.
David is also an advisor to Dentsu; an active speaker in the U.S., Asia, and Europe; and is on the Board of Directors of California Casualty Insurance Company and the Contra-Costa Food Bank.
He received a Ph.D. and M.A. from Stanford University and a B.S. from the Massachusetts Institute of Technology.
Scott Davis, Chief Growth Officer, Prophet
Scott has over 20 years of brand, marketing strategy, and new product development experience that he has brought to bear for many Prophet clients, including GE, Johnson and Johnson, Best Buy, NBC Universal, Blue Cross Blue Shield, Sara Lee, United Airlines, Kellogg’s, ExxonMobil, The Wrigley Company, Boeing and Allstate.
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