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Personal Needs vs. Customer Relationships

Strategy Driven

Even when brands claim to desire lifetime relationships with customers, many tactically distance themselves from the humanity of their interactions. Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test.

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How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

All these roles can lead to a seat at the strategy table, an invited seat rather than one forced on the silo executive teams, and to opportunities to link silos both strategically and tactically. The five suggestions all have been shown to advance these objectives. Any others come to mind?

Brand 15