Some companies and products seem to thrive year after year.What’s their secret? A powerful brand.David Aaker, Vice Chairman of Prophet and Professor Emeritus at UC Berkeley, has won five major career awards in marketing and has written six groundbreaking books that have shaped how businesses build and grow their brands.Now, in this fully revised second edition, Aaker brings his most impactful insights together into one masterclass.Inside, yo...

Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital.Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspe...

Today’s firms need a social effort that is serous and impactful to be relevant. It’s not enough to make a commitment to reduce energy or have an ad hoc unbranded budget for grants and volunteering—the world needs their resources and agility to address existential threats in society, and their customers (and employees) demand it.As an influential voice in branding and market connection, David Aaker examines how businesses can adapt their approaches for social better...

" A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership." —Joseph V. Tripodi, former Chief Marketing Officer, Subway and Coca-ColaAaker on Branding presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these principles provide the broad understanding of brands,...

"All marketers should heed [the] advice" of this brand marketing guru in his latest book on digital storytelling." —Joseph V. Tripodi, former Chief Marketing Officer, Subway and Coca-ColaStories are orders of magnitude which are more effective than facts at achieving attention, persuading, being remembered, and inspiring involvement. Signature stories?intriguing, authentic, and involving narratives?apply the power of stories to communicate a strategic message. Marke...

Winning through Platforms achieved #1 bestseller status, and is a Best Business Book Awards winner for 2024. It is your new go-to guide for modern competitive advantage.Digital platforms are no longer for just the tech elite. They’re spreading to every company and industry, powered by the growth of customer sensors, streaming data, and artificial intelligence—lighting the valuable customer Use journey that was formerly dark.How will you succeed when your ma...

Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the marketplace, and fail to leverage scale economies and successes—all of which can threaten a company's survival.As David Aaker shows in Spanning Silos, the unfettered decentralization that produces silos is no longer feasible in today's marketplace. It's up to chief marketing officers to break down si...

This book provides a structured introduction to building and managing a blog with a focus on long-term sustainability and income generation. It outlines the essential steps required to move from idea to execution, including defining a target audience, selecting a niche, setting up a website, and developing a consistent content strategy. The material also examines how blogging fits within the broader context of online business, highlighting realistic expectations and the time, effort, and s...

Thrive is the roadmap of how to grow your business and drive sales in highly shifting, constantly changing economic times.It is the story of those leaders and organizations that have seen consistent growth through several economic crises-companies that were founded in the late 1700’s to early 1900’s and they are still in business thriving today.In this book we share their stories, their struggles, and tell you exactly how they have not only overcome adversity, but ...

The world is ever-changing in unpredictable ways.As a leader, you need to constantly re-examine your assumptions of what it means to be "great" as old models of leadership quickly fade into irrelevance. In short, you need an agile mindset.But how can you, as a leader, become agile?We need to update and disrupt past definitions of leadership -- to challenge ourselves and test our relevance often. We need to recognize challen...

"A perceptive look at [the] Amazon founder's annual shareholder letters, extracting 14 key 'growth principles' that [businesses] can use to scale up." — Publishers WeeklyJeff Bezos created Amazon, the fastest company to reach $100 billion in sales ever, making him the richest man in the world. Business owners marvel at Amazon's success, but don't realize they have the answers right at their fingertips as Bezos reveals his hidden roadmap in his annual lette...

Our influence is our greatest responsibility. And our greatest gift.We are influenced by every person and interaction we have, and, in turn, we influence everyone and everything around us. We all have a choice about what to do with our influence: Will we leave a negative impact on others or use our influence to become a shining beacon of positivity?Smith and Griffin upskill readers with tools to stay humble, lead themselves and the people around them well, ...