David Aaker
speaker
456 appearances
1 recordings
1 series
first heard Jul 2026
last heard 4 Jul
David Aaker’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Jul 2026 with 1.
Appearances
The other the strategically the big uh
uh impact of AI is to create new opportunities for disruptive innovation.
And I wrote a book on branding disruptive innovation called Owning Game Changes Subcategories.
And in that book I explain that disruptive innovation is really getting is really getting faster.
It's getting having more impact.
It's
And there's more of them than ever before.
And so they're more frequent.
Well, that was kind of before AI.
And now with AI, that's sorta more so.
It's doubled.
And so what we see is a lot of new disruptive innovations.
And what I explain in the book is that that's a branding opportunity because most of these disruptors are so focused on gaining resources.
On getting ba beta tests and and developing the product that they don't even think about branding.
And branding is crucial to the success of a disruptive innovation because you've got to position the disruption, which is different than positioning a brand.
You've got to scale the disruption.
You've got to build barriers around the disruption so that everybody just can't come in and enjoy your innovation.
And that's
Well, the reality is that for most brands in most industries, I mean I'm talking about ninety percent, uh most brand and and it
And especially brands that are mature, that are over five or ten years old, they have a very difficult time gaining energy and visibility.
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