SAN FRANCISCO, Nov. 30, 2011 /PRNewswire/ -- The latest book published by noted brand authority and Prophet Vice Chairman David Aaker, Brand Relevance: Making Competitors Irrelevant was recently named one of three best business books of 2011 in the marketing category by the influential management publication strategy+business.
Published by Jossey-Bass in January, the book argues the only way to grow in today's market is to develop offerings so innovative that they contain "must haves" that define new subcategories for which competitors are not considered. The normal "my brand is better than your brand" marketing, with rare exceptions, simply does not move the needle even with large budgets behind it.
In Brand Relevance, Aaker describes how to identify and evaluate potential game changing concepts, how to manage those concepts so that they win in the marketplace, and how to create barriers to competitors who might want to copy them. Numerous cases illustrate that it is not only the offering but what surrounds the offering that defines the subcategory— iPhone apps, Zipcar's relevance to urban lifestyle choices, and Whole Foods Market's values and personality are examples.
The book also shows how to maintain relevance in the face of competitors' innovations by gaining parity with the new "must haves" or by repositioning a brand and by making sure the brand maintains energy and credibility.
Brand Relevance is Aaker's 15th book. In addition to his books and numerous articles, Aaker writes the Aaker on Brands blog and regularly blogs for the Harvard Business Review. He can be followed on Twitter at @DavidAaker.
Prophet (www.prophet.com) is a strategic brand and marketing consultancy that helps its clients win by delivering inspired and actionable ideas.
Contact: Sally Hodge