NEW YORK—April 7, 2020—Morgan James’ new release, Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age, is by David Aaker, author and Vice Chairman at Prophet – a leading growth consultancy. In his 17th brand and marketing strategy book, Aaker asserts that the ONLY way to grow (with rare exceptions) in the digital age is to create, position, and own new “must have” defined subcategories that meaningfully changes the customer experience or brand relationships. Aaker’s insights and analysis shows that the alternative, “My brand is better than your brand” competition, simply does not generate growth.
He argues that one key to growth is to find or create a set of “must haves” that a core customer base will understand and depend on. The task is to create game-changing brands like Chobani, Tesla, Warby Parker, Enterprise Rent-A-CAR, Dollar Shave Club, Airbnb and many others have done.
Aaker’s second key, not found in other strategy books, is to become a subcategory exemplar brand and use that brand to position, scale and create barriers for the new subcategory. Positioning means to make the ‘must haves” visible and credible, while scaling creates a customer base that stimulates buzz and inhibits competitors. Barriers are created when there is ongoing innovation and branding strategy.
The book shows why digital has placed subcategory creation on steroids. Digital provides new type of “must haves;” fast and economical access to customers through e-commerce, websites, and social media; and enables brand communities that provide both involvement and social activity.
If you would like more information about this topic, or to schedule an interview with David Aaker, please call Nickcole Watkins at 516.900.5674
About the Author: David Aaker is the author of more than one hundred articles and 17 books on marketing, business strategy, and branding that have sold over one million copies. A recognized global authority on branding, he has developed concepts and methods on brand building that are used by organizations around the world. Aaker has served as Vice Chairman at Prophet, a global growth consultancy, for over 20 years.
More About This Title: Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age, by David Aaker, will be released by Morgan James Publishing on April 7, 2020. Owning Game-Changing Subcategories —ISBN 9781642798906—has 204 pages and is being sold as a trade paperback for $17.95.
About Morgan James Publishing: Morgan James publishes trade quality titles designed to educate, encourage, inspire, or entertain readers with current, consistent, relevant topics that are available everywhere books are sold. ( www.MorganJamesPublishing.com )
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