How to Use Social Media to Drive Social Change

Leading Blog

The Dragonfly Effect by Jennifer Aaker and Andy Smith, is a playbook on how to use social media to achieve a single, focused, concrete goal. In moving forward, you must be cognizant of where the true power of social technology lies: not in the technology itself but in the people who use it. The Dragonfly Effect is a good model to show how technology can support real world missions. Social Media. Nobody really understands it, but we know it’s important.

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Just Adding a Chief Data Officer Isn’t Enough

Harvard Business Review

David Aaker’s helps explain why in his book, Spanning Silos: The New CMO Imperative. Technology The proliferation of C-suite roles is an indication of the increasing strategic and operational complexity organizations face. Heightened expectations of expertise are also part of the picture — for instance, GE’s recent transition from asking executives to focus on breadth to focus on depth. One of the newest additions to the C-Suite is the Chief Data Officer.

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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. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding.

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How CMOs Build Brands by Collaborating Across Silos

Harvard Business Review

For over a decade Seagate Technology has hosted the ultimate team-building experience — Eco Seagate — where 200 Seagate employees gather in New Zealand's South Island for a weeklong team-building experience. David Aaker is the Vice-Chairman of Prophet and the author of Brand Relevance: Making Competitors Irrelevant and the davidaaker.com blog on branding.

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