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Brand Portfolio Strategy: A book review by Bob Morris

First Friday Book Synopsis

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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How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

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. Develop and exploit silo spanning programs.

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