David Aaker: “Father of Modern Branding” and AMA Marketing Hall of Fame® Inductee
Guy Kawasaki's Remarkable People
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How to Build a Brand Extension for Airbnb
Guy Kawasaki: When you fragment too much, do you end up with enough of a worthwhile thing? Joe Blow: The challenge is to know whether you can build this if you scale it fast far enough so it'll be really worth something. Here are the key lessons that I came away with from David Ocker's book "Remarkable People": One should use stories, not facts. Products create brands, not vice versa. Companies don't need to convince the entire market, it's just 15%. companies do need to create subcategories or they will die.
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