Hybrids, the heavenly bed and purple ketchup: How to re-energise and build true relevance and differentiation for your brand

David Aaker

David Aaker's speech centred on brand portfolio strategy, which has five main objectives. Clarity of the brand portfolio is reduced by lack of clarity around the brand mission and the presence of too many brands.

Hybrids, the heavenly bed and purple ketchup: How to re-energise and build true relevance and differentiation for your brand

David AakerProphet

It is a pleasure to be with the British Brands Group and a pleasure to be in the UK. It is humbling to be in this country. I played golf at Sunningdale last weekend, on the New Course. This ‘new’ course was designed the best part of a century before my Californian country club existed!

This evening I am talking about Brand Portfolio Strategy because I have come to believe that, even though the concept has been around...

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