Owning game-changing subcategories : uncommon growth in the digital age / David Aaker.

Format:

Book

Author/Creator:

Aaker, David A., author.

Language:

English

Subjects (All):

Marketing.

Physical Description:

1 online resource (xiv, 188 pages)

Edition:

1st ed.

Place of Publication:

New York, New York : Morgan James Publishing, [2020]

Summary:

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 to: * 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.

Contents:

Intro

Title

Copyright

Table of Contents

Preface: Why This Book?

How Is This Book Different?

The Plan

Prologue: Market Disruption Role Models

Etsy

Prius

Warby Parker

Nest Labs

The Japanese Beer Industry

Chapter 1: The Only Way to Grow: Create and Own a Game-Changing Subcategory

A Game-Changing Subcategory

Brand-Preference Competition

Brand Leadership Competition

What are "Must-Haves?"

The Exemplar Brand

The Committed Core Customer Base

Barriers to Competitors

Seizing the Opportunity

When the Subcategory Matures

The Digital Age

Going Forward

Chapter 2: The Payoff

Computers

Automobiles

Services

Retail

Packaged Goods

Digital Case Studies

Takeaways

Subcategory Competition Pays Off

The Next Step

Chapter 3: Digital Disruption: Six Keys to Airbnb's Success

The Airbnb Story

Entrepreneur Hosts

Guests Looking for Adventure with a Homey Feel

An Outstanding Visual and Functional Interface Experience

Scaling to Become the Most Relevant Option

Outstanding Leadership

Call It Luck or Call It Timing

Airbnb Versus Uber

Airbnb Learnings

Chapter 4: Digital Disruption: E-Commerce

Amazon's Superpowers

Beyond Amazon

Strategies that Win Against Amazon

Challenges for New E-Commerce Brands

Chapter 5: Digital Disruption: The Internet of Things (IoT)

Alexa

The Connected Car

New Retail Experiences

The Pervasiveness of IoT

The Power of IoT

IoT Business Opportunism

Chapter 6: Harnessing Digital Communication Power to Build Loyalty: Stories, Communities &amp

Personalization

Digital Communication that Spreads, Influences &amp

Creates Intimacy with Stories

Online Brand Communities

Personalization that Creates a Relationship

Enabling Technologies Create Subcategory Opportunities.

Chapter 7: Finding New "Must-Haves"

Offering-Driven Ideas

Customer/Market-Driven Ideas

From Where to How

The Evaluation of the "Must-Have" and New Subcategory

Chapter 8: Evaluating Potential "Must-Haves"

The Segway Human Transporter

The Evaluation Task

The Rosy-Picture Bias

The Gloomy-Picture Bias

A Portfolio of Concepts

Chapter 9: The Exemplar Role and Managing "Must-Haves"

Become the Subcategory Brand Exemplar

Managing the "Must-Haves"

Using "Must-Haves" to Frame the Game-Changing Subcategory

Add New "Must-Haves"

Chapter 10: Creating Barriers: Sustaining the "Must-Haves"

Muji-The "No-Brand" Brand

Creating Barriers

Committed Customer Base

Exemplar Brand Associations with Substance and Breadth

Execution-Delivering on the Promise Every Time

Trust

Branded Innovations

Brand Communities

Visibility/Energy

A Moving Target

Play Defense

Chapter 11: Twenty Takeaways

Game-Changing Subcategories-The Only Way to Grow

The Digital Factor-Driving or Enabling Game-Changing Subcategories

Endnotes

Acknowledgments

About the Author

Name Index.

Notes:

Description based on print version record.

ISBN:

9781642798913

1642798916