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Hybrids, the heavenly bed and purple ketchup
01 Nov 2004 | by David Aaker, Prophet
A precis of the 2004 Brands Lecture given by David Aaker, on brand portfolio management....The concept of Brand Portfolio Strategy has been around for a while. However most companies do not manage their brands very well, and a lot of them do not do it all. This is often because of the silo ... and some worthwhile pay-offs in getting it right. There are five main ingredients to effective brand ...
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Making the most of mobile
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
