Jul 15, 1:00 PM EDT 

| Online


Owning Game-Changing Subcategories

Dave Aaker, Leading branding authority and Professor Emeritus at UC Berkeley’s Haas School of Business, says the only way to grow is to create new game-changing subcategories (think “dry” beer). In his experience, “my brand is better than your brand” strategies almost never lead to growth.  Instead, digital technologies and marketing allow brands to bypass traditional advertising and distribution channels to put subcategory dynamics on steroids.  In this webinar, Dave will outline the path to finding, managing, and creating successful subcategories through “must haves” that make yours the exemplar brand that delivers superior consumer experience and erects barriers for other brands.


Watch the video


David A. Aaker

University of California, Berkeley

David Aaker, the Vice-Chairman of Prophet and Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business, is the winner of four career awards including being named to the NYAMA Marketing Hall of Fame. He has published over 100 articles and 17 books that have sold well over one million copies. His latest books are Aaker on Branding, Creating Signature Stores, and Owning Game-Changing Subcategories.

Pricing & Registration

Jul 15, 1:00 PM EDT | Online

Price: $0.00


*Please note that candid photos will be taken during all in-person and virtual events. We may use your photo on our website, in our newsletter or other digital media. All Q&A sessions throughout the event will be captured. Please note that any questions and related discussion will be included in the recordings of the event.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.