To grow as a business, creating customer must-haves that define a whole new subcategory is essential.
A subcategory is added something that's so important to the customer that it's a must-have.
Creating a subcategory is different from brand extension since it provides attributes or benefits that others don't.
Sub-association is a must-have that creates proclivity to be more loyal to the brand and its values.
Hailed the “Father of Modern Branding,” David Aaker has received numerous awards for his contributions to the science of marketing and authored some of the most influential books in business. He joins to talk about his new book, “The Future of Purpose-Driven Branding,” and his legendary career.
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