Google to join US marketing guru Aaker at MiNetwork event

David Aaker, the renowned US marketer and author, is to be joined at MiNetwork's next London event by Richard Robinson of Google as they join forces to talk about branding.

Aaker, the California-based Vice Chairman of Prophet and Emeritus Professor at the Haas Business School, will be talking to UK agency and clientside marketers about how to create and develop products and service offerings so innovative that they make your rivals almost irrelevant. Aaker will also be delivering a number of case studies from brand such as Apple, Zara and GE outlining how they moved their marketing away from destructive brand preference competition to focus on winning the brand relevance war.

During the session Aaker, the recipient of three awards for lifetime contribution to the science of marketing, will address topics such as:

• Why it’s a mistake to continue taking the “better, faster, cheaper” route to competitive success

• How to foster creativity to increase your organization’s chances of coming up with “the next big thing”

• How to determine if a new idea is viable and has the potential to be a game changer

• How to erect barriers to keep the competition out of your new category for as long as possible

Google's Richard Robinson will join Aaker on stage to outline some of the tools that the search engine giant can offer brands to ensure that their brand stays ahead of the competitors in the race for brand relevance.

Speaking of the event MiNetwork's managing director Richard Draycott said: "We are delighted to have Richard Robsinson signed up to talk at this event. With David and Richard giving their thoughts on brand relevance I'm sure it will be a great session and the delegates will get alot of knowledge out of it that they can put to good use in their own marketing strategies."

The event takes place on Monday 7th March at The Southbank Centre in London, from 1pm onwards.

Tickets are priced at just £45 for MiNetwork Individual members, £35 for Corporate members and £25 for Elite members. To book your place at this event online click here or contact email Caroline Lotinga or contact here on 0141 559 6066.

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