• why the only way for brands to win is to create a new category or subcategory
  • the difference between incremental vs. substantial vs. transformational innovation
  • why researching your innovations with your target market is not enough

He also provides a host of examples to support his theses. You can learn more by reading Dave’s blog and following him on Twitter — and of course, check out the book.

I have long admired Dave and, from the very beginning of my brand-building career, I’ve been deeply influenced by his thinking. It’s an honor to post this interview.

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Original Post: http://deniseleeyohn.com/bites/2011/06/14/david-aaker-on-brand-relevance/