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. key characteristics and competencies an organization must have to successfully pursue a brand relevance strategy. About the Author.

Aaker 65

Aaker Brand Short-term Long-term 65

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.

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Aaker Brand Strategy Books 75

Harvard Business Review

MAY 20, 2011

Supporting networks such as the Apple App suppliers and the Pampers' links to organizations involved in raising babies and keeping them healthy can be hard to duplicate. Some brands can organize a community around the brand as Harley-Davidson has done with their Trip Planner and General Mills has done with the Betty Crocker Kitchen.

Aaker 15

Aaker Henderson Brand Competitive Advantage 15

Harvard Business Review

MAY 31, 2011

They inhibit brilliant silo-spanning marketing, cross-silo offerings, brand consistency over products and markets, disciplined organization-wide marketing resource allocation, and the development of marketing excellence centers for capabilities such as social media or events. Three organization capabilities are needed to change this.

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Brand Aaker Objective Team Building 15