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On September 20, 2012 the Revelation Great Research Thinking series made a triumphant return with a very special event! David Aaker, Vice Chairman of Prophet, and one of the world’s leading authorities on brand strategy presented “Forget Brand Preference, Win the Brand Relevance War.”
In this webinar, David expounded on his latest book, Brand Relevance: Making Competitors Irrelevant, which was cited by Advertising Age as being among the “Ten Marketing Books You Should Have Read” in 2011 and was named one of the top 3 marketing books of the year by Strategy and Business. He discusses his brand relevance model in which innovative offerings form categories and subcategories that provide dramatic opportunities for brand teams to lead the market. Through compelling case studies, he shows how brands that can create and manage new categories or subcategories will make competitors irrelevant and will themselves prosper