David Aaker at Berkeley Haas | Owning Game-Changing Subcategories
Автор: UC Berkeley Haas
Загружено: 2020-03-02
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This Dean's Speaker Series (http://www.haas.org/deansspeakers), features Haas Professor Emeritus and the "father of modern branding", David Aaker. Dave is a member of the Marketing Hall of Fame, author of hundreds of articles and 16 books, and vice chairman at Prophet, a global marketing and branding consultancy.
The topic of this year’s talk is “Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age”, which is the title of Prof. Aaker’s new book. Highlighting case studies from companies including Airbnb, Etsy, Warby Parker, and Prius, he illustrates how subcategory creation has led to uncommon growth in today’s hottest companies.
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