Category creation how to build a brand that customers, employees, and investors will love
Lessons from HubSpot, Salesforce, Gainsight and Other Iconic Brands "The Uber of this" "The Salesforce of that" "It's like Instagram, but for…" There is no such thing as an original idea anymore – right? Actually, it turns out that the world’s most innovative compa...
| Other Authors: | , |
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| Format: | eBook |
| Language: | Inglés |
| Published: |
Hoboken, New Jersey :
Wiley
[2020]
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| Edition: | 1st edition |
| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630846106719 |
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.
