We can certainly see the financial rewards for those organizations that successfully create a new category or subcategory within their industries. The easiest example is the continuous progress within the computer industry as we have seen the Desk top computer change to the PC and now to the iPad and smart phones. That organization who continues to create new categories and subcategories will continue to have a tremendous advantage over their competitors.
Read chapter one, Brand Relevance,
1) What firms have done well at creating and managing new categories or subcategories? (Use Apple as an example)
2) Identify categories or subcategories for which the brand relevance model has prevailed. What are the characteristics of those markets? (Use Hulu as example)