Aaker and a Seasoned Panel Share Ideas at the Fall 2014 Forum

David Aaker Shares the Six Essential

Big Ideas for Building and Growing a Brand

Aaker Title Slide

Jennie GrimesOur event opened with a talk from Jennie Grimes, Vice President of Global Brand and Demand Generation for NetApp, who shared the NetApp perspective on integrating technology and brand strategy.

 

David Aaker, the Vice-Chairman of Prophet Brand Strategy and Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business followed with our keynote presentation. Aaker presented six key ideas that every company needs to focus on to successfully build a brand. These ideas ideas were a consolidation of the ideas described in his latest book, Aaker on Branding: 20 Principles that Drive Success.
The 6 big ideas presented were:
  1. Brand as an Asset
  2. Brand Vision
  3. Subcategory Competition
  4. Brand Differentiators
  5. Customer Sweet Spots
  6. Silo Coordination
Each big ideas was filled with examples of companies who effectively put the ideas into practice, and a few who don’t.
The second half of the morning was a panel discussion with brand experts sharing their insights into the challenge of getting technology companies to integrate technology innovation with brand strategy.

 

NetApp_panelists

Dave Aaker joined Kelly Hampton from HP, Mike Sanchez from Cisco and Emily Miller from NetApp answering questions like:

How does your organization define “innovation”, and is it part of the company’s values and culture?

In an age where the average tenure of a CMO is about 18 months, how do you  get execs to commit to long-term brand building programs?

Some of the most interesting questions, though came from our audience, who challenged and dug deeper into many of the questions. Join us in the spring for our next Silicon Valley Brand Forum.

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Aaker and a Seasoned Panel Share Ideas at the Fall 2014 Forum

David Aaker Shares the Six Essential Big Ideas for Building and Growing a Brand Our event opened with a talk from Jennie Grimes, Vice President of Global Brand and Demand Generation for NetApp, … [Read More]

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