Brand Relevance: Making Competitors Irrelevant

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 marketingstrategy 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 ...