Professor Aaker from Stanford University
- Specialist in branding
- Blonde hair
- Framework
Brand identity
- Brand positioning
- Brand architecture
- Was professor of Bruno
Suggested reading:
- *No logo*, Naomi Klen -
Theme: Realism versus aspiration
Qualitative and quantitive research
- Methodologies
Structured interview
- Ethnographic research
- Focus group
- Web research - quantitative research
- Additional resources
Stanford continuing education
- Berkeley extension
Profile assessment
- Not very creative
relies to heavily on reinforcement learning
- to build up inductive reasoning
- Suggestions
Start building more methods of acquiring insights
- don't just heavily rely on books
start utilizing your other senses
- figure out other forms of proxies
- Find a quick way/proxy to get to the best source
Examples
Bilbliography - trustful
- Get a mentor who is in the business - use his experience
- Ask for references from experts in the field
- Ask for references from the seller in the book shop