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Brand Relevance: Making Competitors Irrelevant by David A. Aaker

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Chapter 8. DEFINING AND MANAGING THE CATEGORY OR SUBCATEGORY

Results are gained by exploiting opportunities, not by solving problems.

Peter Drucker

The best way to predict the future is to invent it.

Alan Kay

Creating a new category or subcategory is a path to generating a winning brand relevance position in which competitors fail to qualify or are marginalized. The key to the strategy is to influence the definition and positioning of the category or subcategory and to actively manage it over time perhaps having it evolve based on an ongoing innovation stream and marketing effort. If that can be done successfully, there will be a better chance that competitors will be excluded not only in the short term but also over time. Saleforce.com and Seibel ...

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