Brand Relevance: Making Competitors Irrelevant

"Aaker has nailed it (again)! The long-term viability of a business is inextricably linked to gaining a brand relevance advantage through new category and subcategory development and unique positioning."
—Joe Tripodi, chief marketing and commercial officer, Coca-Cola

"Most of our work as brand builders is reactionary, chasing each other's ideas. The result is a marketplace of sameness. David Aaker gives us fresh principles and real ideas to change that, to be truly innovative, to raise our game."
—Jim Stengel, former chief marketing officer, P&G

"Aaker has hit the nail on the head with Brand Relevance. You've gotta take the leap or risk getting left behind."
—Ann Lewnes, chief marketing officer, Adobe

"Brand Relevance shows how finding a higher purpose, a characteristic of great companies, can affect which brands customers perceive as relevant."
—Tony Hsieh, author, Delivering Happiness and chief executive officer, Zappos.com, Inc.

"Loaded with powerful examples, David Aaker's Brand Relevance book brings brand insight to the process of innovation."
—Ian R. Friendly, executive vice president, General Mills

"Clarity jumps off the first pages—it's less about the brand-preference battle than the brand-relevance war. And clarity continues as he presents a disciplined process leading to relevance wins and shows how to make innovation pay-off in the marketplace."
—Richard K. Lyons, dean, Haas School of Business, University of California, Berkeley

"Staying the course with familiar approaches to building brand preference risks the likelihood of being made irrelevant by those who jump on Aaker's brand relevance lessons and find new growth paths."
—Meredith Callanan, vice president corporate marketing and communication, T. Rowe Price

"A 'wake-up call' for a market leader because if the relevance game is lost so is its market position."
—Joseph K. Gross, executive vice president, Allianz SE