Strategy Driven

MARCH 24, 2011

StrategyDriven Podcasts focus on the tools and techniques executives and managers can use to improve their organization’s alignment and accountability to ultimately achieve superior results. advantages of achieving brand relevance over brand preference. several key factors needed to gain brand relevance.

Aaker 66

Aaker Brand Short-term Long-term 66

First Friday Book Synopsis

APRIL 16, 2011

Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity David A. Aaker Free Press (2004) Note: I read this book when it was first published and recently re-read it. If anything, Aaker’s insights are even more valuable now than they were then.

Aaker 75

Aaker Brand Strategy Books 75

First Friday Book Synopsis

JULY 6, 2011

In his own words: “My passion is understanding brands and helping firms build brands and brand portfolios. My first brand book, Managing Brand Equity defined brand equity and set forth its value to a firm and its customers.

Aaker 75

Aaker Brand Books Management 75

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. Three organization capabilities are needed to change this. One finding was that autonomous silos are simply no longer viable.

Brand 14

Brand Aaker Objective Team Building 14

Harvard Business Review

MAY 20, 2011

Here are some twelve routes to real barriers the last six of which involve the brand. A high investment protected brands like CNN, ESPN, and Kirin's Ichiban for many years. Brand networks. Brand equity. Brand loyalty. Branded differentiators. I would be interested in examples of others. Customer involvement.

Aaker 15

Aaker Henderson Brand Competitive Advantage 15