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.
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
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