First Friday Book Synopsis

APRIL 13, 2011

Here is an excerpt from an article written by David Aaker for “The Conversation&# series featured by the Harvard Business Review blog. To read the complete article, check out the wealth of free resources, and sign up for a subscription to HBR email alerts, please click here. * * * When a brand sallies forth [.].

Aaker 85

Aaker Brand Review Blog 85

Harvard Business Review

APRIL 7, 2011

The problem is that incremental innovation and investments in marketing rarely change the market share structure. Every category has its own stories of innovators who created a league of their own, and bought themselves years and sometimes decades with no real competitor. What does a band relevance strategy demand of a company?

Aaker 15

Aaker Brand Marketing Innovation 15

Harvard Business Review

MAY 31, 2011

Chevron used a global brand team formed with top-level operating people representing country and product silos charged to sponsor a process that would lead to a coherent brand portfolio and brand management system. Too often silos are constrained and fail to create brilliant offering or marketing innovations. Any others come to mind?

Brand 14

Brand Aaker Objective Team Building 14