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This chapter is from the book

Aligning for Action

To sum up our thinking, we focus on organizational alignment. People need to be in agreement embracing the changes. The Collaborative Three-Box Model applies to all functions, not just marketing. Although it is in essence a marketing approach, because it deals with brands, all functions will at some point participate. Making acolytes out of acceptors is the only way to create winning brands.

Following a speech at the Association of National Advertisers in March of 2013, we introduced The Collaborative Three-Box Model in an article for the Journal of Brand Strategy in the Summer 2013 issue.13 After its publication, David Aaker reported on the article on his blog. David is a best-selling brand-business author, a respected professor, and a recognized authority on brand management. He said,

  • “A key device to carrying out this change will be a cross- functional and cross-geographical team that will be able to work in a defined context to provide inclusion for local brand teams.... Another is the concept of a matrix organization.... Matrix roles are not easy to make work. But, according to Larry, they are a fact of life in the global organization.
  • Larry has clearly indicated that a shared responsibility should be the end goal of global brand strategy teams. It makes sense, but making it happen might not be easy.”14
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