Aaker Brand Strategy Technology 
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.
Harvard Business Review
MAY 20, 2011
Here are some twelve routes to real barriers the last six of which involve the brand. Proprietary technology. Diamond's (formerly P&G's) Pringles, Prius' Hybrid Synergy Drive, and Dreyer's Slow Churned Ice Cream all have technologies not easily copied. Brand networks. Brand equity. Brand loyalty.
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