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Brand Relevance: Making Competitors Irrelevant by David A. Aaker

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Chapter 6. FINDING NEW CONCEPTS

The best way to a good idea is to have lots to choose from.

Linus Pauling

The question is not what you look at, but what you see.

Henry David Thoreau

The strategic goal should always be to develop a new category or subcategory so that the difficult and destructive brand preference competition is no longer the norm. That involves several tasks that Apple does very well: find and evaluate new concepts, define them, and create barriers to competitors.

Apple

In October 2001 Apple launched the iPod, which combined Apple's technological flare, its easy-to-use vision, and its eye for design.[72] It was an instant success. Over the years Apple added such variations as the iPod shuffle, nano, and touch. Eight years later, having ...

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