Videos

Owning Game Changing Subcategories

Aug 21, 2020

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.

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