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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. Aaker has earned and deserves his renown as an expert on branding. [.].

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Why Do We Get So Emotional About Brands?

Harvard Business Review

Honestly, it’s puzzling that an inanimate, imaginary thing such as a brand should seem to have gender. But obviously brands do send out gender signals, and sometimes they’re quite strong. In fact, recent research shows that the more intense the gender signals, the greater the brand value — so not only do we readily perceive gender in brands, we like to perceive gender in brands. Think of brand imagery for cars — food — clothing.

How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

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. 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.

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