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

by David A. Aaker

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



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.

Reviews

[Doug · Rating 5 out of 5]

Of course, we should expect nothing but greatness from the master of branding, David Aaker - and he delivers within this tour de force focus on subcategories. There are books, generally written by true masters in their field that I wish could become mandatory reading for all those that lead or participate in strategy; Owning Game-Changing Subcategories may be high on my list of those compelling reads.

[Pinar · Rating 3 out of 5]

Valla açıkçası iki yıldız verebilirim, ama hadi konusunda otorite sayılan bir yazarın okuduğum/dinlediğim ilk kitabı olduğu için böyle yapayım. Sesli kitap olarak takip etmekte zorlandım, bir miktar ara vererek dinledim. Benim açımdan süper ufuk açıcı bilgiler yakalayamadığım bir miktar sıkıcı bir kitap oldu.