David Aaker Releases New Book About Driving Growth in the Digital Age

April 7, 2020

SAN FRANSISCO – David Aaker, Vice Chairman of the global growth consultancy Prophet, has released his 17th book, Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age, a playbook for marketing and business leaders seeking new avenues of growth via marketing and branding.

As the 21st century sits on the edge of digital transformation and disruption, in Owning Game-Changing Subcategories, Aaker walks readers through real-world examples that illustrate how subcategory creation has led to uncommon growth. The book includes case studies from notable companies including Airbnb, Etsy, Warby Parker, Prius and Muji—all modern brands that have won by creating “must-haves” that define new categories.

“The alternative, ‘my brand is better than your brand’ competition, rarely generates growth and is so not fun,” explains David Aaker. “The ONLY way to grow in the digital age is with ‘must-haves” that define game-changing subcategories.”

In the book, Aaker shares that digital transformation plays an increasingly crucial role in achieving strategic growth. He argues that subcategory-driven growth has exploded in the digital era because of technological advances and the fast, inexpensive market access made possible by e-commerce and digital communication.

Other highlights of the book include:

  • Explanation of why growth almost always involves “must haves” defining new subcategories, earning exemplar brand status, and creating competitor barriers
  • Tips for identifying and creating “must haves” and examples with case studies with notable leading brands
  • Deep dive into digital tech trends like e-commerce, the Internet of Things, brand communities and more that drive growth through subcategory formation

Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age is available wherever books are sold, both in e-book and hard copy.

About the Author

David Aaker, is the author of more than one hundred articles and 17 books on marketing, business strategy, and branding that have sold over one million copies. A recognized global authority on branding, he has developed concepts and methods on brand building that are used by organizations around the world. Aaker has served as Vice Chairman at Prophet, a global growth consultancy, for over 20 years.

About Prophet

Prophet is a growth and transformation consulting firm that helps leaders unlock uncommon growth. The type of growth that isn’t just bigger, more profitable or faster. It’s rich with possibility and aligns with where the world is now — and where it will be tomorrow. Uncommon growth is purposeful, transformative and sustainable.

With 15 global offices and 600+ strategists, data analysts, marketers, digital experts and creatives, Prophet has worked with the world’s most successful companies, including CVS Health, Home Depot, Marriott, Netflix, Electrolux and UBS, partnering with them from strategy to in-market execution. Our teams are committed to partnering with clients to develop solutions that drive lasting impact and help move society forward.