Just Adding a Chief Data Officer Isn’t Enough

Harvard Business Review

The proliferation of C-suite roles is an indication of the increasing strategic and operational complexity organizations face. David Aaker’s helps explain why in his book, Spanning Silos: The New CMO Imperative. Chief Operating and Finance Officers side-step this issue given the broader power-base of their positions.).

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How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

As a facilitator, the CMO group at Nestle operates centers of excellence around topics such as the Hispanic market, mom & kids, and Walmart which are shared across silos. 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.

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Make Your Competition Irrelevant

Harvard Business Review

The payoff of operating with no or little competition is, of course, huge. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding. When a brand sallies forth into the marketplace, there are essentially two bases on which it can compete. The first is competing on brand preference by convincing buyers to opt for Brand A over comparable Brands X, Y, and Z.

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