Insights by Chris Lederer:

The Infinite Asset: Managing Brands to Build New Value
By Chris Lederer

This book introduces a breakthrough mapping tool – the brand portfolio molecule – that lets managers visualize all elements of a brand portfolio and how they interact to create new value. It is a must-have guide to leveraging brands to create a lasting, almost infinite, competitive advantage.

See Your Brands Through Your Customers Eyes [PDF]
By Chris Lederer

A new three-dimensional approach to mapping brand portfolios reveals the complex relationships between your brands and those of other companies. It may turn your marketing assumptions upside down.  (Harvard Business Review, June 2001)