Just Adding a Chief Data Officer Isn’t Enough

Harvard Business Review

He said that without changes in incentives, as well as a change in the structure of the C-suite, broad-based roles like Chief Information Officers, Chief Marketing Officers, and Chief Data Officers are hampered in their effectiveness. David Aaker’s helps explain why in his book, Spanning Silos: The New CMO Imperative. Though he was writing about Chief Marketing Officers, his advice is equally valuable here. Technology

Twelve Ways to Create Barriers to Competitors

Harvard Business Review

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. If the brand represents the category such as Fiber One, iPhone, Whole Foods Market, Geek Squad, or Jeep then other brands will have a difficult time getting considered.

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How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

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. They inhibit brilliant silo-spanning marketing, cross-silo offerings, brand consistency over products and markets, disciplined organization-wide marketing resource allocation, and the development of marketing excellence centers for capabilities such as social media or events.

Aaker 12