How Ideas Take Flight [Entire Talk] - Jennifer Aaker (Stanford GSB)

Tools

Building Brands Inside-Out - Jennifer Aaker (Stanford GSB)
Date: 11/17/2010
Length: 1 minutes
Speaker(s): Jennifer Aaker (Stanford University)
Sources: Stanford Technology Ventures Program
Description: Focus on making your employees excited about the brand, rather than just the customers. This is the new face of forward-thinking companies, says Jennifer Aaker, a professor with Stanford's Graduate School of Business. This strategy is now employed more often, giving employees their own blogs, Twitter feeds, etc., which allows customers to get excited about a brand they can come to trust.

Other Videos in Series

Building Brands Inside-Out - Jennifer Aaker (Stanford GSB)
Jennifer Aaker (Stanford University)
11/17/2010
Summary: Focus on making your employees excited about the brand, rather than just the customers. This is the new face of forward-thinking companies, says Jennifer Aaker, a professor with Stanford's Graduate School of Business. This strategy is now employed more often, giving employees their own blogs, Twitter feeds, etc., which allows customers to get excited about a brand they can come to trust. Watch More
Case Study: Coca-Cola's Global Campaign - Jennifer Aaker (Stanford GSB)
Jennifer Aaker (Stanford University)
11/17/2010
Summary: In their quest for an authentic viral campaign, the global soft drink giant gave $50,000 to seven teams worldwide, one of whom created the Coke Happiness Machine. Stanford GSB Professor Jennifer Aaker, shows this popular YouTube video, and talks about how this small investment had big payoff for authenticity, connection, surprise, meaning, and global appeal. Watch More
Case Study: Increasing the Bone Marrow Registry - Jennifer Aaker (Stanford GSB)
Jennifer Aaker (Stanford University)
11/17/2010
Summary: One lesson taught by Stanford GSB Professor Jennifer Aaker is to include the opposite of every idea proposed in a brainstorming session. This tool vastly expands the number ideas, both excellent and terrible in equal proportion. This thinking led one former student to launch a social media campaign to register 20,000 South Asian bone marrow donors to find a match for a friend with leukemia. The result not only increased disease awareness and found a donor, but it also provided an excellent example of successful social networking, factoring in the strength of a specific goal, the power of reversing the rules, the necessity of creating a campaign that allows for no-fuss collaboration, and the need to tell a good story. Watch More
Driving a Successful Social Media Campaign - Jennifer Aaker (Stanford GSB)
Jennifer Aaker (Stanford University)
11/17/2010
Summary: Using the case study of Team Sameer - a successful social media campaign to find a bone marrow donor for a man with leukemia - Stanford GSB professor Jennifer Aaker goes into detail on the effective strategies of an email plea sent to just 450 people, which lead to nearly 25,000 participants nationwide. Communicating a story through focused, humanistic messaging is an imperative element for social media that drives audiences to take action. Watch More
Factors that Enable Happiness - Jennifer Aaker (Stanford GSB)
Jennifer Aaker (Stanford University)
11/17/2010
Summary: Research shows that happiness must be created, not found. Stanford Graduate School of Business Professor Jennifer Aaker believes that creating an environment that allows for happiness offers longer-lasting joy for oneself and other members of a community. This environment would enable people to find real meaning, make real connections, and feel that they are a part of something bigger. In addition, this is a particularly important concept in the digital age. Watch More
How Ideas Take Flight [Entire Talk] - Jennifer Aaker (Stanford GSB)
Jennifer Aaker (Stanford University)
11/17/2010
Summary: Stanford Graduate School of Business professor Jennifer Aaker shares the power behind creating ideas that can build momentum. Through her research on the perception of happiness and meaning, Aaker describes how these concepts relate to a successful and powerful social media campaign. A well-planned effort catches audience attention and offers them an engaging story. Aaker, co-author of The Dragonfly Effect, also offers several personal and corporate examples of effective viral campaigns that garnered real world, and even life-saving, results. Watch More
Social Media Experimentation - Jennifer Aaker (Stanford GSB)
Jennifer Aaker (Stanford University)
11/17/2010
Summary: Stanford GSB Professor Jennifer Aaker talks about corporate brand experiments, such as Terminal Man, a famed Twitterer for an airline company, and other unprecedented tests in social media communications. Her analysis is that companies that embrace and interact with individual commentary in digital media will be far ahead of those that try to quash those who freely share their opinions. Watch More
The Happiness Paradox - Jennifer Aaker (Stanford GSB)
Jennifer Aaker (Stanford University)
11/17/2010
Summary: Happiness drives many of us, but often down the wrong road. How can our desire to please ourselves so often lead us astray? Stanford Graduate School of Business Professor Jennifer Aaker states that happiness has many nuanced definitions between excitement and peacefulness. The way you choose to define it is dependent on demographics, including factors like gender, age, mindset, and culture. Moreover, these perceived feelings of happiness evolve over a lifetime, and inform how one makes decisions. Watch More

comments powered by Disqus

Search e360TV

Stay Connected

Email Newsletter Signup

Want to get connected? Sign up to receive regular news, polls and updates from The Kauffman Foundation.

Email Newsletters

Want to be up-to-date with the latest news and updates from Entrepreneurship.org? To subscribe, just give us your email address below; you'll choose which e-newsletters you'd like to receive on the next screen.