Summary:
The book discusses strategies for companies to create and dominate new categories or subcategories, making competitors irrelevant by establishing brand relevance rather than relying on brand preference. It emphasizes innovation, understanding customer segments, creating barriers to competition, and maintaining relevance through continuous renewal.
Key points:
1. Brand Relevance: Succeed by creating new categories where your brand leads, making competitors irrelevant. Understand customer needs and innovate to stay on top.
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