Marketing Smarts from MarketingProfs
B2B Branding, Stories, Social Efforts, and Disruptive Innovation: David Aaker on Marketing Smarts [Podcast]
Jul 13, 2023
David Aaker, expert in disruptive innovation and marketing, discusses the relevance of disruptive innovation, the power of storytelling in B2B marketing, and the importance of branding in today's rapidly changing landscape.
28:29
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Quick takeaways
- Disruptive innovation is essential for growth in today's digital world, enabled by tools like social media and e-commerce, as well as the Internet of Things and artificial intelligence.
- Branding is a crucial aspect of disruptive innovation, allowing companies to establish their brand as the exemplar in a new subcategory, position the subcategory, scale quickly, and build barriers. Storytelling plays a significant role in branding by breaking through media clutter and creating a memorable brand narrative.
Deep dives
The Increasing Frequency of Disruptive Innovation
In today's digital world, disruptive innovation is happening more frequently due to the availability of tools like social media and e-commerce. Businesses can enter the market quickly and have the opportunity to create new subcategories. The Internet of Things and artificial intelligence have also contributed to more frequent opportunities for disruptive innovation.
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