{"product_id":"book-eh6t","title":"Brand Relevance","description":" 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  marketing strategy 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 category or subcategory by creating  or elevating an offering feature or characteristic-as  Prius  created a subcategory defined by gas mileage and technology,  or Westin did with its Heavenly Bed.    In  either case, a firm can create or own a new business arena or  submarket in which some or all competitors are not  relevant.   Instead of being the best, the goal is to be  the onlymaking competitors irrelevant.    ","brand":"Ascent Audio","offers":[{"title":"Audiobook","offer_id":49428656587056,"sku":"BDeh6t","price":25.99,"currency_code":"USD","in_stock":true},{"title":"Audio CD","offer_id":49428656619824,"sku":"ZEeh6t","price":49.99,"currency_code":"USD","in_stock":true},{"title":"Audio MP3-CD","offer_id":49428656685360,"sku":"ZMeh6t","price":45.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0879\/2784\/9264\/files\/eh6t-Square-cover.jpg?v=1778671518","url":"https:\/\/downpour.com\/products\/book-eh6t","provider":"Downpour","version":"1.0","type":"link"}