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    Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age
    Unavailable
    Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age
    Unavailable
    Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age
    Ebook301 pages4 hours

    Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age

    By David Aaker

    ()

    Currently unavailable

    Currently unavailable

    About this ebook

    Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital.

    Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with traditional use of advertising or events.

    Growth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with “my brand is better than your brand” marketing. Owning Game-Changing Subcategories explores the only ways to grow a business (with rare exceptions) which is to:

  • develop new “must haves” that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base;
  • become the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and
  • create barriers to competitors that could include “must-have” associations and a basis of relationships that go beyond functional benefits.
    • LanguageEnglish
    PublisherMorgan James Publishing
    Release dateFeb 4, 2020
    ISBN9781642798913
    Unavailable
    Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age
    Author

    David Aaker

    Hailed the “Father of Modern Branding,” David Aaker is Vice Chairman of Prophet—a consultancy that helps clients unlock uncommon growth in the face of disruption—and the creator of the Aaker Model™. Aaker has written eighteen books that address elements of branding and innovation in business, providing essential resources such as Aaker on Branding, Building Strong Brands, and Creating Signature Stories. Outside of his published works, Aaker’s writing can be found on Prophet’s blog, where he shares timely business topics with thousands of readers. He currently resides near San Francisco, California.

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