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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

Most marketing efforts do nothing to change the marketplace. To achieve real growth it is necessary to innovate to create “must haves” that define new subcategories.   That involves some new challenges including building barriers and managing the new subcategories.
In this speech, David will discuss his brand relevance model in which innovative offerings form categories and subcategories that provide dramatic opportunities for brand teams to lead the market. Relevance is a threat as well as an opportunity. David will discuss three relevance threats and how to counter them.
Through compelling B-to-B case studies, including and GE, David will show how brands that can create and manage new categories or subcategories and make competitors irrelevant will prosper.
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.

Scott is the author of Brand Asset Management: Driving Profitable Growth Through Your Brands (2000), named one of the top 30 books of 2000 by Executive Book Summaries. Scott’s second book, Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth (2002) was published to highly regarded reviews. His third book, The Shift: The Transformation of Today's Marketers into Tomorrow's Growth Drivers was released in May 2009.
His previous work experience includes 12 years at Kuczmarski & Associates (K&A), an innovation and branding consulting company, where he was Senior Partner and founder of the Brand Asset Management™ practice. Prior to K&A, Scott worked at Procter & Gamble, where he focused on a number of top global brands.
Scott earned a Master of Management from the Kellogg School of Management at Northwestern University in Marketing, Finance, and Management Strategy and a B.S. in Marketing Management from the University of Illinois.

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