Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age by Aaker, David
Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age by Aaker, David

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

Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing...
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SKU: 9781642798906
Product Type: Books
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Author: David Aaker
Format: Paperback
Language: English
Subtotal: $36.23
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Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age by Aaker, David

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

$36.23
Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age by Aaker, David

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

$36.23
Author: David Aaker
Format: Paperback
Language: English
Description
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.

    Author: David Aaker
    Publisher: Morgan James Publishing
    Published: 04/07/2020
    Pages: 204
    Binding Type: Paperback
    Weight: 0.67lbs
    Size: 9.00h x 6.00w x 0.47d
    ISBN: 9781642798906

    About the Author
    Aaker, David: - David Aaker is the author of over 100 articles and 18 books on branding, business strategy, and marketing that have sold well over one million copies. As a recognized authority on branding, he holds four career awards including being a member of the NYAMA Marketing Hall of Fame. David currently resides in Orinda, CA.
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