Try free for 30 days

  • Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age

  • By: David Aaker
  • Narrated by: Ward Paxton
  • Length: 8 hrs and 27 mins

1 credit a month to use on any title, yours to keep (you’ll use your first credit on this title).
Stream or download thousands of included titles.
Access to exclusive deals and discounts.
$16.45 a month after 30 day trial. Cancel anytime.
Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age cover art

Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age

By: David Aaker
Narrated by: Ward Paxton
Try for $0.00

$16.45 per month after 30 days. Cancel anytime.

Buy Now for $26.99

Buy Now for $26.99

Pay using voucher balance (if applicable) then card ending in
By confirming your purchase, you agree to Audible's Conditions Of Use and Privacy Notice and authorise Audible to charge your designated credit card or another available credit card on file.

Publisher's Summary

Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital.

Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with traditional use of advertising or events.

Growth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with “my brand is better than your brand” marketing. Owning Game-Changing Subcategories explores the only ways to grow a business (with rare exceptions) which is to: develop new must-haves that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base; become the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and create barriers to competitors that could include must-have associations and a basis of relationships that go beyond functional benefits.

©2020 David Aaker (P)2020 David Aaker

What listeners say about Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age

Average Customer Ratings

Reviews - Please select the tabs below to change the source of reviews.

In the spirit of reconciliation, Audible acknowledges the Traditional Custodians of country throughout Australia and their connections to land, sea and community. We pay our respect to their elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.