Revelation to Host Latest Installment in Great Research Thinking Webinar Series

Guest presenter David Aaker of Prophet to highlight importance of brand relevance over brand preference in latest webinar installment of popular webinar series.

RevelationPortland, Ore. — Sept. 7, 2012: Revelation, a leading provider of online and mobile qualitative research applications, today announced the latest installment of its Great Research Thinking webinar series, “Forget Brand Preference, Win the Brand Relevance War,” to take place on Thursday, Sept. 20 at noon ET/ 9 am PT.

Revelation welcomes one of the true greats of the branding world, David Aaker, Vice Chairman of Prophet, and author of “Brand Relevance: Making Competitors Irrelevant.” In this webinar, Aaker will showcase:

• His brand relevance model, in which innovative offerings form categories and subcategories that provide dramatic opportunities for brand teams to lead the market.

• Successful brand relevance competition, which involves four vital tasks: concept generation, concept evaluation, creating barriers to the competition and, critically, actively defining and managing the new category or subcategory.

• Case studies to demonstrate how brands will prosper by creating and managing new brand categories or subcategories.

David AakerMost marketing efforts do nothing to change the marketplace; to achieve real growth it is necessary to innovate to create ‘must haves’ that define new subcategories,” said Aaker. “This involves some new challenges including building barriers and managing the new subcategories.

Register Now for this webinar.

About Revelation

Founded in 2007, Revelation provides companies with online qualitative research tools to get faster, more cost-effective answers to their most pressing business questions. Through Revelation’s Immersive Research™ approach, companies have unprecedented access into the behaviors, responses and motivations of consumers, leading to exponentially rich insights and candid discovery. Revelation’s research tools include Revelation Project, an online qualitative market research platform; Revelation Mobile™, an add-on mobile platform for Revelation Project that allows research participants to capture and record their behaviors, as they happen, using mobile devices; and Revelation Express, which provides market research professionals with a low-cost, qualitative research solution.

About Prophet

Prophet is a strategic brand and marketing consultancy with offices around the globe. Prophet delivers inspired and actionable ideas for preeminent clients such as BMW, Cisco, GE, Johnson and Johnson, Kellogg’s, McDonald’s, The Cosmopolitan, Visa, and Zurich Financial.

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