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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. [.]. The Strategy-Focused Organization

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Personal Needs vs. Customer Relationships

Strategy Driven

Some compile complex Customer Relationship Management algorithms to develop and maintain these relationships. As in all interpersonal relationships, from friendships, to marriage, to company and client, trust and the promise of mutual benefits are the foundation for growth and development. The systemic nature of marketing strategy depersonalizes their audience by using language that groups customers into segments and tar¬gets.

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