First Friday Book Synopsis

APRIL 16, 2011

Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity David A. Aaker Free Press (2004) Note: I read this book when it was first published and recently re-read it. If anything, Aaker’s insights are even more valuable now than they were then.

Aaker 75

Aaker Brand Strategy Books 75

Harvard Business Review

MAY 31, 2011

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. Develop and exploit silo spanning programs.

Brand 15

Brand Aaker Objective Team Building 15

Harvard Business Review

APRIL 21, 2015

And brands are part of that everything. Some of the pioneering work on applying this idea to brands and actually measuring their personalities was done in the 1990s by Jennifer Aaker, then at UCLA and now at Stanford. In subsequent decades the thinking about brands as humanlike entities has gone in a lot of different directions.

Brand 8

Brand Aaker Participative Media 8