Author - David Aaker

David Aaker David Aaker, the vice-chairman of Prophet, a brand and marketing consultancy, is the author of over 100 articles and 16 books, the most recent of which is Brand Relevance: Making Competitors irrelevant. He blogs at from which this article was taken with permission.

  • Two Emerging Charismatic Brands

    A charismatic brand is one that delivers self-expressive benefits to a committed, involved customer base that is enthusiastic about the brand experience. Think Apple, Harley-Davidson, REI or..

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  • 7 Brands I Admired in 2013

    My colleague, Scott Davis recently polled the Prophet team of over 400 brand fanatics to find the top brand winners and losers of 2013. There were plenty of nominees, but..

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