S03.EP17 - Disruptive Innovation + Purpose-Driven Branding with David Aaker
JUST Branding
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What Is a Sub Category?
A sub category is defined by what i call must halves. So somebody's come up with an innovatin that a reasonable segment in the market place believes that it's must have. The other source it must hav is the market place. And if you develop something that really creates a strong, strong preference, that then defines a new sub cateor so light beer a a saulite defined a new category. It doesn't have to be a product innovation. We're not talking about marginal innovation here. We're talking about substantial innovation.
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