1. Winning the Brand Relevance Battle.

Cases: The Japanese Beer Industry and The U.S. Computer Industry.

Gaining Brand Preference.

The Brand Relevance Model.

Creating New Categories or Subcategories.

Levels of Relevance.

The New Brand Challenge.

The First-Mover Advantage.

The Payoff.

Creating New Categories or Subcategories—Four Challenges.

The Brand Relevance Model Versus Others.

2. Understanding Brand Relevance: Categorizing, Framing Consideration, and Measurement.

Categorization.

It's All About Framing.

Consideration Set as a Screening Step.

Measuring Relevance.

3. Changing the Retail Landscape.

Cases:

Muji.

IKEA.

Zara.

H&M.

Best Buy.

Whole Foods Market.

The Subway Story.

Zappos.

4. Market Dynamics in the Automobile Industry.

Cases:

Toyota's Prius Hybrid.

The Saturn Story.

The Chrysler Minivan.

Tata’s Nano.

Yugo.

Enterprise Rent-A-Car.

Zipcar.

5. The Food Industry Adapts.

Cases:

Fighting the Fat Battle.

Nabisco Cookies.

Dreyer’s Slow Churned Ice Cream.

P&G’s Olestra.

From Fat to Health.

General Mills and the Health Trends.

Healthy Choice.

6. Finding New Concepts.

Case: Apple.

Concept Generation.

Sourcing Concepts.

Prioritizing the Analysis.

7. Evaluation.

Case: Segway's Human Transporter.

Evaluation: Picking the Winners.

Is There a Market—Is the Opportunity Real?

Can We Compete and Win?

Does the Offering Have Legs?

Beyond Go or No-Go—A Portfolio of Concepts.

8. Defining the Category or Subcategory.

Case: Salesforce.com.

Defining a New Category or Subcategory.

Functional Benefits Delivered by the Offering.

Customer-Brand Relationship—Beyond the Offering.

Categories and Subcategories: Complex and Dynamic.

Managing the Category or Subcategory.

9. Creating Barriers: Sustaining the Differentiation.

Case: Yamaha Disklavier.

Creating Barriers to Competition.

Investment Barriers.

Owning a Compelling Benefit or Benefits.

Relationships with Customers.

Link the Brand to the Category or Subcategory.

10. Maintaining Relevance in the Face of Market Dynamics.

Case: Walmart

Avoiding the Loss of Relevance.

Product Category or Subcategory Relevance.

Category or Subcategory Relevance Strategies.

Energy Relevance.

Gaining Relevance—The Hyundai Case.

11. Innovative Organization.

Case: GE.

The Innovative Organization.

Selective Opportunism.

Dynamic Strategic Commitment.

Organization-Wide Resource Allocation. 

Epilogue: The Yin and Yang of the Relevance Battle.

Notes.

Index.