David Aaker: “Father of Modern Branding” and AMA Marketing Hall of Fame® Inductee
Guy Kawasaki's Remarkable People
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The Subcategory
I wouldn't worry about Airbnb that much, I think short term, they're going to have these problems. The idea is that the only way to grow with almost no exceptions is you have to create a game changing subcategory. And so if you really want to be strategically agile, you need to think in terms of subcategories. But subgetters also say what's needed is something different than my brand is better in your brand competition. That doesn't create growth. It just doesn't happen very often.
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