Finding “must haves” that define game-changing subcategories

Details concepts from Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age (Morgan James Publishing, 2020) by the brand strategist and author David Aaker.

Why “must haves” are must haves

My book Owning Game-Changing Subcategories is based on the assertion that the only way to grow (with rare exemptions) is to create, position, and own new “must have” defined subcategories that change how a customer experiences the brand and/or creates a new brand relationship. To generate a

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