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Aaker

Marketing

Technology

Twelve Ways to Create Barriers to Competitors

Harvard Business Review

MAY 20, 2011

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. If the brand represents the category such as Fiber One, iPhone, Whole Foods Market, Geek Squad, or Jeep then other brands will have a difficult time getting considered.

Aaker

Aaker Henderson Brand Competitive Advantage

How CMOs Build Brands by Collaborating Across Silos

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. Pharmacia had a global team representing regional silos that met to coordinate marketing globally and to coordinate new product planning.

Brand

Brand Aaker Objective Team Building

Twelve Ways to Create Barriers to Competitors

How CMOs Build Brands by Collaborating Across Silos

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