Jan 24, 2011

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Show 320 - Making your competitors irrelevant Show 320 of The Engaging Brand leadership and marketing podcast is ready just for you. To subscribe or listen for free, you don't need to download anything and all explained at the end of the post. David Aaker, a recognized authority on brands, the creator of the Aaker Model™ and publisher of more than 100 articles and 15 books, joins Anna Farmery on The Engaging Brand podcast to talk about ideas from his new business book Brand Relevance The difference between brand relevance, brand positioning and brand preference The balance between looking at beating the competition and concentrating on the consumer Do you design the product once you create a new market or design the product then create the market to sell it in? Do you design to an unmet need or find a new market and then design products for it? How you can step inside of your job to 'see' unmet needs, how can you build that into your company culture? Concept of anthropological research The importance of framing for your marketing offer. The juxtaposition of making a new 'irrelevant' categories, relevant! How you need to be ruthless with ideas and the 3 questions you need to ask yourself about ideas? Don't forget to subscribe to the show in iTunes or on the Blubrry site. If you have feedback for me on the show or topics that you would like me to cover then e-mail me at anna@theengagingbrand.com or join me on twitter. How you can listen to the Engaging Brand 1) You can listen on your PC now without downloading any software just click hear to listen to the latest marketing podcast 2) You can subscribe to the show via iTunes or 3) If you use a different podcatcher then you can subscribe using the following RSS Feed

Anna Farmery

Social Marketing Architect, Speaker, Author and in spare time completing PhD on the future of the social business model

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