S03.EP17 - Disruptive Innovation + Purpose-Driven Branding with David Aaker
JUST Branding
Branding Is a Branded Innovation
The third branding role is to scale, to scale really fast. You've got to be like amazon was and disregard profits. And the fourth job is you have to build barriers. Like prias, for example, own that there sub category for 12 years with virtually no competition. A branded innovation can be an important parto of baries dos.
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