Brand Marketing: Is Everything You Ever Learned Wrong?
Here’s a distressing thought: New research might suggest that everything you ever learned about brand marketing was wrong. Okay, saying everything you learned is invalid might be an exaggeration, but there are several recent studies coming to light that suggest the old brand identity model popularized by David Aaker several years ago just doesn’t work in most product categories. Yes, you read that right – new findings suggest that most of the advice first popularized in Aaker’s blockbuster book, Building Strong Brands, is fundamentally useless to marketing managers. Moreover, these same findings suggest that the wisdom of “The Aaker Model” didn’t simply fade...