- 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.
Listen to this post as a podcast:
Right-click here to download the podcast
other interviews:
- john gerzema on how to connect with today’s consumer
- jonathan salem baskin on the history of social media
- john costello on behind the scenes at dunkin’ donuts
Original Post: http://deniseleeyohn.com/bites/2011/06/14/david-aaker-on-brand-relevance/
