Aaker on Branding: 20 Principles That...
David Aaker"Aaker on Branding" presents in a compact form the twenty essential principles of branding that will lead to the creation of strong brands. Culled from the six David Aaker brand books and related publications, these...
Creating Signature Stories: Strategic...
David AakerStories are orders of magnitude which are more effective than facts at achieving attention, persuading, being remembered, and inspiring involvement. Signature stories―intriguing, authentic, and involving narratives―apply the power...