Making Competitors Irrelevant
By David Aaker,
Josey-Bass, $32.95, 357 pages
How do you make a competitor more or less irrelevant? Provocative question, for sure. The answer, says David Aaker, Vice Chairman of Prophet, a strategic brand and marketing consultancy, is by making a fundamental shift away from brand preference to brand relevance.
In his new book, Brand Relevance, Aaker argues that brand preference strategies are a loser's game, and rather, execs should be focused on creating offerings so
innovative that a company creates new categories or subcategories that make competitors irrelevant.
That's brand relevance. He points to Prius, Whole Foods Markets, Zipcar, iPod and Kindle as examples. Using powerful case studies covering all sorts of industries and geographies, Aaker shows precisely how it's done—from concept generation and evaluation to defining and managing the image of the new categories.
© Arc, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to TMSalesOperations@arc-network.com. For more information visit Asset & Logo Licensing.