How to Build a Strong, Relevant and Successful Brand? | David Aaker, Vice Chairman, Prophet Brand Strategy
The Brand Called You
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How to Stay Relevant in a Digital World
When I started working in branding, that was 45 years ago. The entire paradigm has changed with the onset of technology and digitization. How do brands stay relevant in a digital world? Well, it comes back to the latest book I wrote is called Owning Games, Change in Subcategories. And the theory of this book is the only way to grow is to innovate,. Create subc categories that are defined in some new must haves"
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