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S03.EP17 - Disruptive Innovation + Purpose-Driven Branding with David Aaker
JUST Branding
How to Build a Sub Category
The first role of the first brandy job is to become the xemplar of the sub category. And and the reles people are a little uncomfortable with that, because it seems like your building the market place that other competitors will enjoy. Youve got to look at it thet this competition is different. It's my sub categoryis better an your sub category. Yes.
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