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

Owning GameChanging Subcategories is about creating organizational growth in the digital age by creating and owning gamechanging subcategories fueled by digitalOwning GameChanging 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 GameChanging Subcategories David Aaker discusses certain aspects of the digital age that alter this path such as Ecommerce 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 8220my brand is better than your brand8221 marketing Owning GameChanging Subcategories explores the only ways to grow a business with rare exceptions which is todevelop new 8220must haves8221 that define a gamechanging subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer basebecome the exemplar brand that represents the subcategory and drives its visibility positioning and success and create barriers to competitors that could include 8220musthave8221 associations and a basis of relationships that go beyond functional benefits. 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