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All articles by David A. Aaker

The Innovator's Prescription: The Relevance of Brand Relevance

New product categories can subvert incumbent brands — or give them a new lease on life.
June 1, 2004  - by David A. Aaker

The Internet as Integrator — Fast Brand Building in Slow-Growth Markets

To link and augment marketing communications programs, spin the Web around them.
July 17, 2002  - by David A. Aaker