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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

Chevron used a global brand team formed with top-level operating people representing country and product silos charged to sponsor a process that would lead to a coherent brand portfolio and brand management system. The five suggestions all have been shown to advance these objectives. Any others come to mind?

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Why Do We Get So Emotional About Brands?

Harvard Business Review

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.

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