Harvard Business Review

JUNE 17, 2011

Almost 50 years ago Ernest Dichter , the father of motivation research, did a large study of word of mouth persuasion that revealed secrets of how to use social media to build brands and businesses. A major Dichter finding, very relevant today, was the identification of four motivations for a person to communicate about brands.

Dichter 15

Dichter Media Aaker Katz 15

Harvard Business Review

MAY 31, 2011

The challenge for the Chief Marketing Officer is to create marketing and brand building that is both exceptional and efficient in the face of country, product, and functional silos. Too often silos are constrained and fail to create brilliant offering or marketing innovations. Identify and leverage great ideas. Any others come to mind?

Brand 14

Brand Aaker Objective Team Building 14

Harvard Business Review

APRIL 7, 2011

When a brand sallies forth into the marketplace, there are essentially two bases on which it can compete. The first is competing on brand preference by convincing buyers to opt for Brand A over comparable Brands X, Y, and Z. Customers are just not inclined or motivated to change brand loyalties in established markets.

Aaker 15

Aaker Brand Marketing Innovation 15