David Aaker

What are subcategories in business and why are they so important? How can companies use social media platforms to enhance the reach of their business? How can companies develop a good lasting relationship with their clients?
David emphasizes on the importance of formulating and owning a subcategory that will change the game, a kind of category where the customer insists on buying. He talks about changing the way people consider buying products. Sharing his experience of years, he talks about why innovation, subcategories and brands are the key to growth. He highlights the significance of factors such as accessibility, simplicity and convenience, that will help attract and retain customers. To expand and scale rapidly, he suggests that a company must utilize social media.