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Aaker

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Technology

How CMOs Build Brands by Collaborating Across Silos

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. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding.

Brand

Brand Aaker Objective Team Building

Twelve Ways to Create Barriers to Competitors

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.

Aaker

Aaker Henderson Brand Competitive Advantage

How CMOs Build Brands by Collaborating Across Silos

Twelve Ways to Create Barriers to Competitors

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