Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love

  • 7h 2m 27s
  • Anthony Kennada
  • Gildan Media
  • 2019

There is no such thing as an original idea anymore - right? Actually, it turns out that the world's most innovative companies have created so much more than just brand new products and technology. They've created entirely new market categories. The challenge is that successfully building new categories requires a perfect storm of luck and timing.

Or does it? Category Creation is the first and only audiobook on the topic written by executives and marketers actively building new categories. It explains how category creation has become the Holy Grail of marketing and, more importantly, how it can be planned and orchestrated. It's not about luck. You can use the same tactics that other category-defining companies have used to delight customers, employees, and investors. There's no better strategy that results in faster growth and higher valuations for the company on top.

In this Audiobook

  • 1 - Category Creation: The Noble Marketing Strategy That Can Spark a Movement
  • 2 - Why Brand is at the Heart of Category Creation in the Business-to-Human (B2H) Era
  • 3 - The Six Challenges of Creating a Category (and How to Overcome Them)
  • 4 - Special Considerations for Established Companies in Commoditized Markets
  • 5 - Live Your Purpose, Values, and Culture Out Loud
  • 6 - Focus on the People in Your Market—Not Just Your Products
  • 7 - Create a Lifestyle Brand for Your Category
  • 8 - Grow a Community by Doubling Down on Live Events and Experiences
  • 9 - Activate Customers as Brand Ambassadors
  • 10 - Recognize That Analysts Don't Create Categories, Customers Do
  • 11 - Establish Trust at Scale Through Authentic Executive Communication
  • 12 - How to Connect Category Creation Programs to Growth for Executives and Investors
  • 13 - The Intagible Benefits of Category Creation on Customer and Teammate Success