Discussions with Regina

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