Category creation how to build a brand that customers, employees, and investors will love
"Salesforce, Hubspot, Gainsight, and other tech brands have pioneered a new marketing and branding playbook focused on serving the people *behind* the companies they sell to. They have built category-defining (and in some cases category-creating) companies and communities that led to faster gro...
| Main Author: | |
|---|---|
| Corporate Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
Hoboken, New Jersey
Wiley
2020
|
| Subjects: | |
| Online Access: | |
| Collection: | O'Reilly - Collection details see MPG.ReNa |
Table of Contents:
- Category creation : the noble marketing strategy that can spark a movement
- Why brand is at the heart of category creation in the business-to-human (B2H) era
- The six challenges of creating a category (and how to overcome them)
- Special considerations for established companies in commoditized markets
- Live your purpose, values and culture out loud
- Focus on the people in your market, not just your products
- Create a lifestyle brand for your category
- Grow a community by doubling down on live events and experiences
- Activate customers as brand ambassadors
- Recognize that analysts don't create categories, customers do
- Establish trust at scale through authentic executive communications
- How to connect category creation programs to growth for executives and investors
- The intangible benefits of category creation on customer and teammate success