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

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

Brand 15

Brand Aaker Objective Team Building 15

Harvard Business Review

APRIL 21, 2015

Honestly, it’s puzzling that an inanimate, imaginary thing such as a brand should seem to have gender. But obviously brands do send out gender signals, and sometimes they’re quite strong. Even though gender is increasingly understood to be fluid and multidimensional, brands continue to draw power from gender stereotypes.

Brand 8

Brand Aaker Participative Media 8