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Brand Relevance: A book review by Bob Morris

First Friday Book Synopsis

Brand Relevance: Making Competitors Irrelevant David A.

Aaker 80
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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. Develop and exploit silo spanning programs. Too often silos are constrained and fail to create brilliant offering or marketing innovations.

Brand 14