Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as Prius created a subcategory defined by gas mileage and technology, or Westin did with its Heavenly Bed. In either case, a firm can create or own a new business arena or submarket in which some or all competitors are not relevant. Instead of being the best, the goal is to be the onlymaking competitors irrelevant.
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About Mark Ashby
Mark Ashby has recorded
over three hundred books for the Library of Congress, including works by
Hemingway, Dostoyevsky, and Dan Brown. He received the AFB Scourby Award for
nonfiction narration and was nominated for a Torgi Award. He also directed and
starred in the full-cast audio play Flesh
and Blood, and his stage acting credits include The Odd Couple, Who’s Afraid
of Virginia Woolf?, The Seven Year
Itch, The Nerd, and Boeing Boeing. Also, as a member and
head writer of comedy troupe Those Guys, he has penned a semi-autobiographical
play called How to Make a Baby.