Game-Changing Brand Strategy with David Aaker
b"\\u201cBranding people have not formally gotten into the strategy world.\\u201d And vice versa. And that\\u2019s a problem according to branding and marketing legend David Aaker, author of several books including his latest\\xa0Owning Game-Changing Subcategories. It\\u2019s a book that's coming out at a game-changing and turbulent time in the world of business and beyond. We discussed all of this and more, this week on the On Brand podcast.\\nAbout David Aaker\\nDavid Aaker, the Vice-Chairman of Prophet (a global consultancy around brand, growth, and digital transformation) and Professor Emeritus of Marketing Strategy at the Berkeley-Haas School of Business is the author of over 100 articles and 18 books including\\xa0Aaker on Branding\\xa0and\\xa0Creating Signature Stories.\\xa0He had received four career awards including the NYAMA Marketing Hall of Fame. Named as one of the top five most important marketing/business gurus in 2007, he is a recognized authority on brand strategy.\\nHis latest book,\\xa0Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age, shows how to generate growth platforms by creating, positioning, and owning new subcategories and takes a strategic look at Digital by describing its role enabling subcategory formation.\\nEpisode Highlights\\nWhere did the idea for David\\u2019s latest book, Owning Game-Changing Subcategories, come from?\\xa0\\u201cI got ahold of three decades of beer data \\u2026\\u201d While this could sound like the beginning of a wild weekend, David observed that significant growth in categories like beer and automotive came with the emergence of sub-categories.\\nGrowth, strategy, and innovation books are missing out on four key areas, according to David:\\xa0(1) \\u201cAny sense of branding,\\u201d a disconnect we discussed extensively during the podcast. (2) \\u201cThey don\\u2019t recognize the digital age,\\u201d (3) \\u201cSocial\\u2014everything used to be media-dependent now companies like Dollar Shave Club come along\\u201d and win big, and (4) \\u201cCommunities,\\u201d David notes citing brand-driven communities like Sephora and Etsy.\\nWhat can brands do to grow right now as many are struggling to keep their doors open?\\xa0\\u201cThis represents an opportunity. There\\u2019s an enormous need for us to be able to operate in an environment like this. Can we find new opportunities? Can we innovate?\\u201d This once again brought us back to our discussion of communities for brands like Sephora and the big role it plays when we\\u2019re all socially distanced.\\nWhat brand has made David smile recently?\\xa0David has found some much-needed laughs in difficult times from the classic TV comedy\\xa0Reno 911.\\xa0He also shared his favorite humorous book that he often revisits,\\xa0Three Men in a Boat\\xa0by Jerome K. Jerome.\\nTo learn more,\\xa0check out the\\xa0Prophet website\\xa0including\\xa0David\\u2019s blog.\\nAs We Wrap \\u2026\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\nOn Brand is sponsored by my book\\xa0Brand Now.\\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\\xa0Order now and get special digital extras.\\xa0Learn more.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0Apple Podcasts,\\xa0Stitcher,\\xa0Google Play,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0Apple Podcasts\\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices"