Aaker also mentioned cases where companies partnered up with a customer or a business partner to create a new substantial improvement in the industry.
Following this strategy, Steve Jobs has created six sub-categories in the 10 years while he served as CEO of Apple. These were:
- News and Newspapers
- The Music Industry
- Transportation and Accommodations
- Apps for Business and the Business of Apps
Chrysler Mini Van went 16 years without competition
Sub Category Exemplar defines and connect
Market the sub category and not the brand
You don't need to be the first but the early market leader
You need to be an Authentic Brand trust reliability
Create barriers for competition: execute over the top, continuously innovate and get beyond functional benefits
Brand relevance is not only an opportunity but also a threat because you have to defend your position.
You do not merely want to be considered the best of the best. You want to be considered the only one who do what you do.
By Jerry Garcia, the grateful dead