First Friday Book Synopsis

JULY 6, 2011

Aaker Jossey-Bass/John Wiley & Sons (2011) If your “brand” isn’t relevant, neither are you or your company Those who have read any of David Aaker’s previous books already know that he presents information, insights, and counsel that are anchored in specific real-world circumstances within a broad and deep [.].

Aaker 80

Aaker Brand Books Review 80

Harvard Business Review

JUNE 17, 2011

Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel like a pioneer, have inside information, seek confirmation of a person's own judgment, or assert superiority. The message is so humorous or informative that it deserves sharing. The third (around 20%) is other-involvement.

Dichter 15

Dichter Media Aaker Katz 15

Harvard Business Review

MAY 31, 2011

Too often silos are constrained and fail to create brilliant offering or marketing innovations. Get a common planning and information system. With a common planning system, silo units can more easily and naturally be exposed to the strategies of other silos either in formal retreats or through other forms of information exchange.

Brand 14

Brand Aaker Objective Team Building 14