Erich Joachimsthaler is the Founder and Chief Executive Officer of Vivaldi Partners, a global strategy, innovation, and marketing firm with headquarters in New York City

New York City

New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...

. He is the author of more than sixty articles on strategy

Strategy

Strategy, a word of military origin, refers to a plan of action designed to achieve a particular goal. In military usage strategy is distinct from tactics, which are concerned with the conduct of an engagement, while strategy is concerned with how different engagements are linked...

, branding

Brand management

Brand management is the application of marketing techniques to a specific product, product line, or brand.The discipline of brand management was started at Procter & Gamble as a result of a famous memo by Neil H...

, and marketing

Marketing

Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...

 in academic and business journals.

Joachimsthaler was an academic at the University of Southern California

University of Southern California

The University of Southern California is a private, not-for-profit, nonsectarian, research university located in Los Angeles, California, United States. USC was founded in 1880, making it California's oldest private research university...

, and after finishing his post-doctoral fellowship at Harvard Business School

Harvard Business School

Harvard Business School is the graduate business school of Harvard University in Boston, Massachusetts, United States and is widely recognized as one of the top business schools in the world. The school offers the world's largest full-time MBA program, doctoral programs, and many executive...

, he joined IESE

IESE

IESE Business School is the graduate business school of the University of Navarra. IESE has campuses in Barcelona, Madrid, and New York City and teaching facilities in Munich and Sao Paulo...

 Business School in Barcelona and later the University of Virginia

University of Virginia

The University of Virginia is a public research university located in Charlottesville, Virginia, United States, founded by Thomas Jefferson...

, Darden School of Business. Joachimsthaler continues to teach executive classes.

His major publications are:

• Hidden in Plain Sight: How to Find and Execute Your Company's Next Big Growth Strategy (Harvard Business School Press 2007) ISBN 9781422101650
• Brand Leadership, The Next Level of Brand Revolution (co-written with David Aaker) (Free Press 2000) ISBN 9780684839245
• "The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge" (co-written with David Aaker) (California Management Review 2000)
• "The Lure of Global Branding" (co-written with David Aaker) (Harvard Business School Review, 1999)
• "Building Brands Without Mass Media" (co-written with David Aaker)(Harvard Business School Review, 1997)