Aaker, Brand Management and Process

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Aaker

Brand Management

Process

How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

MAY 31, 2011

Such nonthreatening roles can avoid organizational stress and CMO flameout while still going a long way toward creating a collaboration and communication processes and culture and thus addressing many of the silo-driven issues. Third, there needs to be a process to test and roll out the winners. Any others come to mind?

Brand

Brand Aaker Objective Team Building

Why Do We Get So Emotional About Brands?

Harvard Business Review

APRIL 21, 2015

And brands are part of that everything. Some of the pioneering work on applying this idea to brands and actually measuring their personalities was done in the 1990s by Jennifer Aaker, then at UCLA and now at Stanford. In subsequent decades the thinking about brands as humanlike entities has gone in a lot of different directions.

Brand

Brand Aaker Participative Media

Leadership Digital

How CMOs Build Brands by Collaborating Across Silos

Why Do We Get So Emotional About Brands?

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