{"id":9674,"date":"2020-03-05T18:06:00","date_gmt":"2020-03-05T18:06:00","guid":{"rendered":"https:\/\/preview.prophet.com\/?p=9674"},"modified":"2023-06-28T19:34:55","modified_gmt":"2023-06-28T19:34:55","slug":"breaking-down-the-importance-of-the-exemplar-brand","status":"publish","type":"post","link":"https:\/\/prophet.com\/2020\/03\/breaking-down-the-importance-of-the-exemplar-brand\/","title":{"rendered":"Breaking Down the Importance of the Exemplar Brand"},"content":{"rendered":"\n<section class=\"section-content section-dark\" style=\"\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:140px\">\n<p class=\"h5 has-text-color\" style=\"color:#22ffab\"><strong>BLOG<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<h1 class=\"wp-block-heading h2\" id=\"h-breaking-down-the-importance-of-the-exemplar-brand\">Breaking Down the Importance of the Exemplar Brand<\/h1>\n\n\n\n<p>Make building the subcategory the priority. The brand is just the vehicle for doing so.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-white\" style=\"background-color: #ffffff;color: #0a0a0a;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:140px\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<p>A fourth big idea in the book <a href=\"https:\/\/prophet.com\/2020\/01\/a-look-at-owning-game-changing-subcategories-david-aaker\/\"><em>Owning Game-Changing Subcategories<\/em><\/a> is the concept and role of the exemplar brand in subcategory creation and management. To own a game-changing subcategory, a major task is to become its exemplar brand. An <a href=\"https:\/\/prophet.com\/work\/solutions\/solutions\/brand-activation\/\">exemplar brand<\/a> is the brand that represents the subcategory and becomes its most visible and credible brand option.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-role-of-an-exemplar-brand\">The Role of an Exemplar Brand<\/h2>\n\n\n\n<p>The exemplar brand has the power and authority to build the subcategory into a market winner. It has several jobs, which include:<\/p>\n\n\n\n<ul class=\"disc wp-block-list\">\n<li>To develop and evolve \u201cmust-haves\u201d that will frame the way people view and evaluate the subcategory<\/li>\n\n\n\n<li>To create visibility and credibility for the subcategory and use the \u201cmust-haves\u201d to position it in the marketplace<\/li>\n\n\n\n<li>To nurture the growth of a core customer base committed to the \u201cmust-haves\u201d and the subcategory<\/li>\n\n\n\n<li>To build barriers to competitors so that they will struggle to be relevant<\/li>\n<\/ul>\n\n\n\n<p>In addition to building the subcategory, the exemplar brand will simultaneously be making the exemplary brand the most relevant subcategory brand. But it should be recognized that building the brand is a secondary byproduct of the effort to build the subcategory, which should be the priority. The <a href=\"https:\/\/prophet.com\/work\/solutions\/solutions\/brand-activation\/\">brand<\/a> is the vehicle to build the subcategory.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote h3 is-style-default is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cBuilding the brand is a secondary byproduct of the effort to build the subcategory, which should be the priority.\u201d<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-become-the-exemplar\">How to Become the Exemplar<\/h2>\n\n\n\n<p>So, how do you become the exemplar brand?\u00a0 It really depends on the context. Every subcategory story is different, but there are four guidelines that have proven successful.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-act-like-one\">Act Like One<\/h3>\n\n\n\n<p>First, to <strong>become an exemplar brand<\/strong>, act like one out of the gate.\u00a0 Promote the <a href=\"https:\/\/prophet.com\/2003\/05\/building-brands-inside\/\">\u201cmust-haves\u201d of your brand<\/a> and use them to frame the conversation.\u00a0 Be the subcategory innovator and thought leader.\u00a0 Build subcategory loyalty.\u00a0 Do not sound like a \u201cmy brand is better than your brand\u201d marketer.\u00a0 Rather, sound like you are introducing a game-changer, a new experience or relationship.<\/p>\n\n\n\n<p>Successful exemplar brands like Warby Parker, Uniqlo and Tesla did exactly that. They made visible and credible \u201cmust-haves,\u201d and created a core customer group that not only valued them but also talked about them to friends and family.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-scale-scale-scale\">Scale, Scale, Scale<\/h3>\n\n\n\n<p>Second, <strong>scale as fast as possible<\/strong> even if that means taking financial risks. Aggressive scaling will create buzz and, more importantly, will build the core customer base that will support the initial growth platform and inhibit potential competitors.&nbsp; It is critical for the \u201cmust-haves\u201d to get established.&nbsp; That might mean taking risks, overinvesting in \u201cmust-have\u201d creation, refinement and promotion. It is not important, or even common, for an exemplar brand to be the first brand in the <a href=\"https:\/\/prophet.com\/2015\/01\/225-the-importance-of-category-labels\/\">subcategory<\/a>. It just needs to be the first to get it right and have the commitment, talent and means to scale aggressively.<\/p>\n\n\n\n<p>Game-changing subcategories often can and should start as a crude test product. Airbnb started with two guys with air mattresses wanting to make some extra money to pay the rent. They were able to expand and refine their \u201cmust-haves\u201d ahead of competitors.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-brand-the-must-haves\">Brand the \u201cMust-Haves\u201d<\/h3>\n\n\n\n<p>Third, <strong>brand the \u201cmust-haves\u201d or the subcategory itself<\/strong>. For example, Uniqlo\u2019s innovative fabrics have \u201cmust-have\u201d brands like HeatTech, AIRism, and LifeWear. Airbnb branded its guest experience program \u201cAirbnb Experience.\u201d The success and power of Amazon is due in part to its branded \u201cmust-haves,\u201d such as 1-Click and Prime. A brand signals that the innovation is worth a <a href=\"https:\/\/prophet.com\/2012\/01\/define-market-category\/\">brand of its own<\/a>. It also signals that the organization will support it and branding makes the communication task easier. That is what a brand does.<\/p>\n\n\n\n<p>The subcategory itself could be branded as in the case of Asahi Super Dry, Dannon\u2019s Light &amp; Fit or Burton\u2019s Snowboard (far better than Snurfer, its predecessor).&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-build-and-enhance-barriers\">Build and Enhance Barriers<\/h3>\n\n\n\n<p>Fourth, <strong>keep building and enhancing barriers<\/strong>.&nbsp; Become a moving target.&nbsp; Don\u2019t allow competitors\u2019 openings to become relevant.&nbsp; Look to Amazon as a role model.&nbsp; In particular:<\/p>\n\n\n\n<ul class=\"disc wp-block-list\">\n<li>Reinforce and enhance existing barriers. Improve them. Make them visible.&nbsp; Energize them.<\/li>\n\n\n\n<li>Add new \u201cmust-haves\u201d over time to make the subcategory dynamic.<\/li>\n\n\n\n<li>Create barriers involving \u201cbeyond functional\u201d relationships like personality, values or higher purpose programs that connect with consumers and are hard to duplicate.<\/li>\n\n\n\n<li>Own the \u201cmust-haves\u201d by branding them and then actively manage and support those brands.<\/li>\n\n\n\n<li>Play defense by delivering on the promise every time. Don\u2019t give a competitor a route to relevance because customers have become less satisfied or even annoyed with some aspect of the promise delivery.<\/li>\n<\/ul>\n\n\n\n<p><em>The e-book version of <\/em><a href=\"https:\/\/prophet.com\/2020\/01\/a-look-at-owning-game-changing-subcategories-david-aaker\/\"><em>Owning Game-Changing Subcategories<\/em><\/a><em> is now available. The book will be available in early April.\u00a0<\/em><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<hr class=\"wp-block-separator has-css-opacity\" \/>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<div id=\"sidebar-block_b65bb64f965dc91296d40c6262aad22b\" class=\"thinking-sidebar-wrapper\">\n\n    \n    \n        \n            <div class=\"author-block\">\n                                <h3 class=\"title\">Author<\/h3>\n                <ul class=\"author-list\">\n                                                <li class=\"leadership-container\">\n                                <a href=\"\/author\/david-aaker\" class=\"leader\">\n                                    <div class=\"profile-img\">\n                                        <div class=\"profile-halo\"><\/div>\n                                        <img loading=\"lazy\" decoding=\"async\" data-del=\"avatar\" alt=\"\" height=\"150\" width=\"150\" class=\"avatar pp-user-avatar photo lazyloaded\" src=\"https:\/\/prophet.com\/wp-content\/uploads\/2022\/12\/Dave_aaker_HS-e1670438132119-300x300.jpg\">\n                                    <\/div>\n                                    <div class=\"profile-info\">\n                                        <p class=\"name\">David Aaker<\/p>\n                                        <p class=\"role\">Vice Chairman<\/p>\n                                    <\/div>\n                                <\/a>\n                            <\/li>\n                    \n                <\/ul>\n            <\/div>\n\n        \n    \n    \n    \n        <nav class=\"social-links\">\n            <h3 class=\"title\">Share<\/h3>\n            <ul class=\"social-icons\">\n                <li class=\"icon\"> \n                    <a href=\"#\" target=\"_blank\" class=\"linkedin sharer\"><span class=\"icon-linkedin\" style=\"right: 0px;\"><\/span><\/a>\n                <\/li>\n                <li class=\"icon\">\n                    <a href=\"#\" target=\"_blank\" class=\"facebook sharer\"><span class=\"icon-facebook\"><\/span><\/a>\n                <\/li>\n\n            <\/ul>\n        <\/nav>\n\n    \n    \n    \n        <div class=\"subscribe-block\">\n            <h3 class=\"title\">Don&#8217;t Miss a Beat<\/h3>\n            <p>Sign up to receive our latest insights.<\/p>\n            <div class=\"wp-block-buttons\">\n                <div class=\"wp-block-button\">\n                    <a href=\"\/subscribe\" class=\"wp-block-button__link no-border-radius link--ani-arrow\" style=\"color: #0a0a0a\">SUBSCRIBE&nbsp;\n                        <svg class=\"i-ani-arrow-icon\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" viewBox=\"0 0 32 32\">\n                                <g fill=\"none\" stroke=\"#000000\" stroke-width=\"1.5\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\">\n                                    <circle class=\"arrow-icon--circle\" cx=\"16\" cy=\"16\" r=\"15.12\" \/>\n                                    <path class=\"arrow-icon--arrow\" d=\"M16.14 10.93L22.21 16l-6.07 5.07M8.23 16h13.98\" \/ > \n                            <\/g>\n                        <\/svg> \n                    <\/a>\n                <\/div>\n            <\/div>\n        <\/div><!-- .subscribe-block -->\n\n        \n<\/div><!-- .thinking-sidebar-wrapper -->\n\n\n    <div class=\"tile-link-container  tile-link-container-light\">\n        <div class=\"tile-link-inner-container\">\n\n                            \n                    <div class=\"tile-link-block\" style=\"background: #fcfcfc; color: #000000;\">\n                        <a href=\"https:\/\/prophet.com\/services\/brand-strategy\/\" class=\"tile-anchor-link \">\n                            <div  style=\"background: #334aff\" class=\"line-bar\"><\/div>\n                            <p class=\"tile-title\">Reimagine<br>Brands<\/p>\n\n                                                            <p class=\"tile-text\">RELATED SERVICE<\/p>\n                                                        \n                                                    <\/a>\n                    <\/div><!-- .tile-link-block -->\n\n            \n        <\/div><!-- .tile-link-inner-container -->\n    <\/div><!-- .tile-link-container -->\n\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:125px\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:109%\"><\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section class=\"section-content section-mix\" style=\"background-color: #334aff;color: #ffffff;\">\n    <article class=\"container\">\n        \n\n<div class=\"wp-block-columns prophet-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:125px\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:200px\">\n<p class=\"h3\"><strong>FINAL  THOUGHTS<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<p>Exemplar brands are powerful game changers and the source of uncommon growth. By developing &#8220;must have&#8221; features, they can change the way consumers consider their purchases. And because they are new, they attract attention and build credibility.<\/p>\n\n\n\n<div class=\"wp-block-buttons\">\n    <div class=\"wp-block-button  \">\n        <a href=\"https:\/\/prophet.com\/connect\/\" \n            class=\"wp-block-button__link no-border-radius link--ani-arrow\" \n            style=\"color: #ffffff; --bg-underline-color:#ffffff;\"  >\n                CONNECT WITH US <svg class=\"i-ani-arrow-icon\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" viewBox=\"0 0 32 32\">\n                <g fill=\"none\" stroke=#ffffff stroke-width=\"1.5\" stroke-linejoin=\"round\" stroke-miterlimit=\"10\">\n                    <circle class=\"arrow-icon--circle\" cx=\"16\" cy=\"16\" r=\"15.12\" \/>\n                    <path class=\"arrow-icon--arrow\" d=\"M16.14 10.93L22.21 16l-6.07 5.07M8.23 16h13.98\" \/ > \n            <\/g>\n        <\/svg> \n        <\/a>\n    <\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n    <\/article>\n<\/section>\n\n\n\n<section 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class='content-type uppercase font-GraphikMedium text-sm'>Blog<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>Beyond NEO Luxury: How Premium Brands Can Prepare for Radical Change\u00a0<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-37630\" class=\"tile-item post-37630 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-blogs\" >\n    <a href=\"https:\/\/prophet.com\/2025\/12\/2025-brand-winners-and-losers\/\" class=\"tile-link 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font-GraphikMedium text-sm'>Blog<\/span><\/p><h3 class='entry-title font-normal font-GraphikLight'>Keeping Your Employer Brand Human in the Age of AI<\/h3>\n                    <div class=\"arrow-icon\">\n                        \n\t<svg viewbox=\"0 0 64 64\" class=\"icon i-right-arrow\" aria-hidden=\"true\" role=\"img\">\n\n\t\t\n\t\t\t\t\t\t\t\t\t<polygon points=\"38.11 5.15 36.76 6.45 36.76 6.45 60.5 31.06 0 31.06 0 32.94 60.5 32.94 36.76 57.55 38.11 58.85 64 32 38.11 5.15\" \/>\n\t\t\t\t\t\n\t<\/svg>\n\n\t                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div> \n    <\/a>\n<\/div><!-- .tile-item -->\n<div id=\"post-37055\" class=\"tile-item post-37055 post type-post status-publish format-standard has-post-thumbnail hentry thinking_topic-brand-activation thinking_type-blogs\" >\n    <a href=\"https:\/\/prophet.com\/2025\/09\/expert-roundtable-four-new-rules-of-localization-in-apac\/\" class=\"tile-link hotSpot-container\" target=\"_self\" 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He\u2019s a recognized authority on branding, has developed several recognizable concepts including the Aaker brand vision model and has received numerous awards for his contributions to the science of marketing. In 2015, David Aaker was inducted into the American Marketing Association Hall of Fame for his lifetime achievements in marketing. In 2020, he was the recipient of the Sheth Foundation Medal for Exceptional Contribution to Marketing Scholarship and Practice. Aaker has authored and published hundreds of articles and 18 books, including Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age, Aaker on Branding: 20 Principles That Drive Success, Brand Relevance, Spanning Silos, Brand Portfolio Strategy, Building Strong Brands, and From Fargo to the World of Brands. His books have been translated in 18 languages and sold over 1 million copies. His words and teaching have offered guidance and inspiration to marketing leadership at many of the world\u2019s leading brands: \"David Aaker has truly given the business world a gift: A highly concise and wonderfully cogent and insightful tutorial on the principles of brand stewardship and leadership.\" ---Joseph V. Tripodi, Chief Marketing and Commercial Officer, Coca-Cola David is an active branding consultant, Professor Emeritus at the Haas School of Business, UC Berkeley and revered speaker and thought leader. 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