Wednesday, March 18, 10 a.m. PT
A look at David Aaker's 17th book.
The only way to grow (with rare exceptions) is with “must haves” defining game-changing subcategories with a new or markedly superior customer experiences or brand relationship, an exemplar brand that positions the subcategory, and barriers to competitors. Subcategory-driven growth has exploded in the digital era because of technology advances and the fast, inexpensive market access made possible by e-commerce and digital communication.
Hear first-hand from Prophet's Vice Chairman David Aaker, who will walk through the key themes and case studies covered in his new book. Learn his expert approach to building brand subcategories that drive uncommon growth in the digital age.
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