B2B Branding, Stories, Social Efforts, and Disruptive Innovation [Podcast]
MarketingProfs has published a new episode of the Marketing Smarts podcast ‘B2B Branding, Stories, Social Efforts, and Disruptive Innovation: David Aaker on Marketing Smarts’ featuring David Aaker.
George B. Thomas says, “Thanks to social media and technology, innovation is happening more often than ever. That’s the case for both your company and your competitors, however, so if you don’t bring something different to the picture, people will ignore you.
That’s according to David Aaker, marketer and prolific author, who sat down with George B. Thomas on Episode 554 of Marketing Smarts.
“There’s all kinds of studies, dozens and dozens of incredible studies on new products and what makes them successful,” David says. “It’s being different. If they’re different, people listen to their information, and they buy them and they try them. If they’re not different, they ignore them…. ‘My brand is better than your brand’ doesn’t make it, it doesn’t create growth. It just doesn’t.”
Innovating differently is something David refers to as disruptive innovation: “It’s something different and new and worthwhile that defines what you buy to the extent that if an offering or a company does not provide that, they will be less relevant in the marketplace.”
Good stories also provide relevance, as do social efforts. But “creating a new subcategory,” or being different, will ensure you stand out.”
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