
Owning Game-Changing Subcategories
Uncommon Growth in the Digital Age
David Aaker(Author)
Morgan James Publishing llc
Published on 23. April 2020
Book
Paperback/Softback
204 pages
978-1-64279-890-6 (ISBN)
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.
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.
More details
Language
English
Place of publication
United States
Product notice
Paperback (trade)
Illustrations
Illustrations
Dimensions
Height: 229 mm
Width: 152 mm
Thickness: 13 mm
Weight
339 gr
ISBN-13
978-1-64279-890-6 (9781642798906)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions

E-Book
12/2020
Morgan James Publishing
€10.69
Available for download
Person
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.