Today I talk with marketing expert David Aaker, who not only is the Vice Chairman of a strategy consulting firm, Prophet but also Professor Emeritus of Marketing Strategy at University of California, at Berkeley. David has written over 100 articles and 14 books giving him true "expert" status and I have just read David's new book, Spanning Silos so I wanted to discuss with him

• How the structure of silos has evolved.
• Are silos a good or a bad thing for business?
• Can you afford to outsource your marketing to a 3rd party these days?
• Are successful companies about the type of corporate structure or the leadership?
• Thoughts on matrix organisations
• Thoughts on the importance of the culture
• Which comes first business success or marketing success?
• How do companies balance the idea of brand standardisation and yet allowing freedom of ideas and freedom to adopt different cultural aspects?
• The balance between the rational benefits of the brand and the emotional sell to the consumers?

If you have feedback for me on the show or topics that you would like me to cover then e-mail me at anna@theengagingbrand.com or hop over to Facebook group for The Engaging Brand. or the new room set up on Friendfeed
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