Aaker Brand Brand Management Strategy 
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.
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. Both are the basis for communication and both are nonthreatening in that they do not impose the same strategy on all. Any others come to mind?
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