Insights by David Aaker:

Exclusive Interview with Marketing Pioneer David Aaker
By David Aaker

This blog post, written by Dan Schawbel, features an interview with David Aaker discussing his new book, "Spanning Silos: The New CMO Imperative." (Personal Branding Blog, November 19, 2008)

A Plan for Spanning Silos [PDF]
By David Aaker

David Aaker discusses concepts from his latest book, "Spanning Silos: The New CMO Imperative." He outlines a variety of ways to address silo-driven problems. (AdAge, November 10, 2008)

Radio Show Author Series: David Aaker  [Podcast]
By David Aaker

This Marketing News Radio interview with David Aaker focuses on the key themes from David's newest book, "Spanning Silos: The New CMO Imperative." (Marketing News Radio, October 29, 2008)

Powerbrands in Crisis [PDF]
By David Aaker

In this interview with David Aaker, he discusses the consequences of the financial crisis on brands in the financial services industry, the silo thinking of globally operating companies, and the short duration of CMO’s in their jobs. *Please note, this article is in German. (persönlich, October 2008)

Spanning Silos, A CMO’s Job Guide
By David Aaker

Michael Krauss, a writer for Marketing News, calls David Aaker's book a "must-read for every chief marketing officer and any marketer that aspires to that lofty C-level role."  *Please note, this article is not available online.  Please contact Prophet for a copy.  (Marketing News, October 15, 2008)

From Silos to Synergy [PDF]
By David Aaker

The existence of functional silos is a serious challenge for CMOs. This article, based on David Aaker's latest book, "Spanning Silos: The New CMO Imperative," discusses ways to combat silos to advance marketing and develop stronger offerings and brands. (The Advertiser, October 18. 2008)

David Aaker presents Spanning Silos: The New CMO Imperative [Webcast]
By David Aaker

In September, 2008, Prophet proudly sponsored the first-of-its-kind European CMO Summit, themed “The Future of Marketing.” In this video, David Aaker discusses his upcoming book, Spanning Silos: The New CMO Imperative.

Spanning Silos: The New CMO Imperative
By David Aaker

Available in October 2008, David Aaker’s latest book discusses the prominence of silos within organizations and the disruption it causes to marketing efforts and overall company survival. He argues it’s up to Chief Marketing Officers to break down silo walls to foster cooperation and synergy.

Innovation: Brand It or Lose It
By David Aaker

In this article, David Aaker argues that brand strategy is crucially important to an innovation. Without it, the strength of an innovation will be short-lived. 
*Please note, there is a fee to obtain the full text of this article. (California Management Review, Fall 2007)

Think Big [PDF]
By David Aaker

In this article that appeared originally in the Wall Street Journal, Dave Aaker argues that to win market share, don’t try to influence what brand of product people buy. Change how they use the product in the first place. (MIT Sloan Management Review, September 14, 2007)

Peeling Back the Layers on Innovation [PDF]
By David Aaker

Innovation is now a priority in most firms around the world just as quality was two decades ago. The challenge then was how to transform a quality program and results into a quality image. Today the need is to gain image credit for developing an innovative organization and a flow of innovative products. (BrandWeek, May 1, 2006)

The View From the Top [PDF]
By Morag Cuddeford Jones

David Aaker and several other business gurus discuss key consumer trends and new strategic thinking for companies seeking world-beating brand behavior. (Brand Strategy, March 2006)

From Fargo to the World of Brands
By David Aaker

David Aaker's autobiography details the intellectual journey that led to a focus on brands and chronicles his attempts to influence management practices.

CMO News Roundup Featuring David Aaker [Podcast]
By David Aaker

In this podcast hosted by CMO magazine, David A. Aaker, Vice Chairman of Prophet, Tom Simons, President of Partners & Simons, and Lulu Raghavan, Senior Brand Strategist at Landor Associates talk about marketing in tough economic times, the push for influence in print, and the selling of the U.S. Army. (CMO Magazine, October 13, 2005)

David Aaker's Perspective on the Future of Marketing [PDF]
By David Aaker

In a growing number of businesses, marketing will have more of a strategic role. (The Marketer, January 2005)

The Acquired Corporate Brand [PDF]
By David Aaker

With the resurgence of mergers in the pharmaceutical industry, companies need to consider the perceived value, role and importance of the acquired brands when determining whether and how to integrate the two organizations. (Pharma Times, December 2004)

Brand Master [PDF]
By David Aaker

An in-depth interview with David Aaker on issues in branding and how they are affecting financial services. (Argent, August 2004)

How To Remodel Your House of Brands [PDF]
By David Aaker

A discussion of ten questions to help determine what brand portfolio problems your company may be facing and potential next steps to solving them. (MWorld, August 2004)

David Aaker asks, "Are you Getting the Most From Your Brand Portfolio?" [PDF]
By David Aaker

There's more to brand strategy than creating and managing a strong brand, especially since virtually all businesses have multiple brands in their portfolios. Too many businesses, however, have neither the underlying strategy nor management processes in place to allow their brand portfolios to reach their full potential as an important driver of business performance. (MWorld, Summer 2004)

The Innovator's Prescription: The Relevance of Brand Relevance [PDF]
By David Aaker

A perspective on the importance of maintaining relevance with customers and strategies to help companies achieve that goal. (Strategy+Business, June 2004)

Lessons in Successfully Using a Master Brand [PDF]
By David Aaker

David Aaker highlights some thoughts from his new book, Brand Portfolio Strategy. (Marketing Week, May 2004)

Rise to the Brand Challenge [PDF]
By David Aaker

Insights into five brand hurdles and how marketers can deal with them. (Marketer, May 2004)

Why It Pays to Jump on the Brandwagon [PDF]
By David Aaker

David Aaker, in an interview about his new book, provides examples of brand portfolio issues that companies are facing. (Financial Times, April 2004)

Brand Portfolio Strategy
By David Aaker

In this long-awaited book from the world's premier brand expert, David Aaker shows how to construct a brand portfolio strategy that supports your business strategy and profoundly affects your profitability.

Leveraging the Corporate Brand [PDF]
By David Aaker

A perspective on how a company can dial up the importance and role of the corporate (company) brand. (California Management Review, March 2004)

Even Brands Need Spring Cleaning [PDF]
By David Aaker

An overview of his latest book, Brand Portfolio Strategy. (Brandweek, March 2004)

The Power of Brand Differentiator (Abstract)
By David Aaker

An introduction to a new tool that can help companies maintain a competitive age. (MIT Sloan Management Review, September 2003)

Developing Business Strategies
By David Aaker

Using vivid case studies, this book moves beyond reactive problem solving toward the development and realization of sound strategic objectives.

Brand Leadership
By David Aaker and Erich Joachimsthaler

This book examines how brand leadership can be achieved in the face of increasing competitive and economic pressures, including over-capacity, vicious price competition, product sameness, product proliferation, and powerful retailers.

The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge
By David Aaker and Erich Joachimsthaler

This white paper introduces a powerful brand architecture tool, the "brand relationship spectrum" and addresses how companies can manage a portfolio of brand assets. (California Management Review, January 2000)

The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge
By David Aaker and Erich Joachimsthaler

This white paper introduces a powerful brand architecture tool, the "brand relationship spectrum" and addresses how companies can manage a portfolio of brand assets. (California Management Review, January 2000)

Building Strong Brands
By David Aaker

David Aaker's widely acclaimed book introduces the brand identity model and presents relevant case examples to bring it to life.

Managing Brand Equity
By David Aaker

This book provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets.