Owning Game-Changing Subcategories: Uncommon Growth in the Digital AgeOwning 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: |
Contents
The Exemplar Brand | |
Play Defense | |
IoT Business Opportunism | |
Digital Communication that Spreads Influences Creates | |
Online Brand Communities | |
Personalization that Creates a Relationship | |
Finding New MustHaves | |
CustomerMarketDriven Ideas | |
From Where to | |
The Evaluation Task | |
The Digital | |
Computers | |
Packaged Goods | |
The Next Step | |
Guests Looking for Adventure with a Homey Feel | |
Airbnb Versus Uber | |
Beyond Amazon | |
Challenges for New ECommerce Brands | |
New Retail Experiences | |
A Portfolio of Concepts | |
Using MustHaves to Frame the GameChanging Subcategory | |
Creating Barriers Sustaining the MustHaves | |
Exemplar Brand Associations with Substance and Breadth | |
Brand Communities | |
Twenty Takeaways | |
Endnotes | |
Acknowledgments | |
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Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age David Aaker No preview available - 2020 |