Taking a look at the analytics and stats, I’ve compiled some lists of “top content of 2020”—i.e., most viewed or listened to. Unlike last year‘s, this year’s lists feature the content that received the most clicks or plays within 2020, irrespective of when it was created. Of course, that means some of the most recent […]
Brand value is a brand’s financial worth.
Brand equity is a brand’s strength or esteem; its value—positive or negative—in non-financial terms.
Taking a look at the analytics and stats, I’ve compiled some lists of “top content from 2019″—i.e., most viewed or listened to—from 2019. In other words, this list excludes any blog posts or podcast episodes from 2018, even if they received more clicks or plays than their 2019 counterparts. Using raw page views and downloads […]
Part one of this two-part series examined the origin of David Aaker‘s Brand Vision Modeli and three of its components—the brand essence, core vision elements, and extended vision elements—represented by concentric circles (or ellipses) in the center of the model. Below the concentric circles sit a second, key piece of the model: four brand […]
In his 1995 book, Building Strong Brands, David Aaker introduced his now-famous Brand Vision Model. Originally dubbed the “Brand Identity Model” it’s now commonly referred to as the “Aaker Model.i” All three of these names—Brand Vision Model, Brand Identity Model, and Aaker Model—refer to the same framework, which is explained in this two-post series. In […]
For the last year, I’ve been teaching a Brand Strategy Workshop at General Assembly. The three-hour class covers basic definitions and a range of brand-related topics like market research, brand positioning, and naming. Given the time constraint, I can only dedicate about five slides to brand architecture—barely enough to cover the basics of what’s arguably the most complex […]
I am sometimes asked by college students who aspire to a career in branding, what books they should read. Here is my recommended syllabus.