Branding guru David Aaker explains how to eliminate the competition and become the lead brand in your market. This ground-breaking book defines the concept of brand relevance using dozens of case studies - Prius, Whole Foods, Westin, iPad, and more - and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points:
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I felt that the substance of this book was great and the author did stick to the overall topic. However, it was really just too long. The examples were good but, there were too many of them. It took me a while to finish this one. The narrator was a little boring as well. Still a good read though. I think it's worth the read but, just prepare to get bored at times.
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