Category Creation

How to Build a Brand that Customers, Employees, and Investors Will Love
CD - unabridged
Audio (6 discs)
Product Number: CA0682
Released: Sep 15, 2020
Business Term: Purchase
ISBN: #9781980095774
Narrator/s: James Fouhey
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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 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 book 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. Author Anthony Kennada, former Chief Marketing Officer at Gainsight, explains how he led Gainsight in creating the “customer success” category, and shares success stories from fellow category-creators like Salesforce, HubSpot, and others. It requires much more than just having the best product. You have to start and grow a conversation that doesn’t yet exist, positioning a newly discovered problem in addition to your company and product offerings. The book explains the seven key principles of category creation, including the importance of creating a community of early adopters who will rally around the problem they all share—especially if someone will lead them. Identify the “go” and “no go” signals for category creation in your business • Activate customers and influencers as brand ambassadors • Grow a community by investing in live events and experiences • Prove the impact of category creation investments on growth, customer success, and company culture Written for entrepreneurs, marketers, and executives from startups to large enterprises, Category Creation is the exclusive playbook for building a category-defining brand in the modern economy.


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Category Creation
Product Number: BX00284769
Product Number:CA0682
Product Number:Z17050

You can find this title in the following lists:

All formats/editions

Author(s): Anthony Kennada
Narrator(s): James Fouhey
Product Number Z17050
Released: Sep 01, 2020
Business Term: Purchase
ISBN: #9781980095538
Author(s): Anthony Kennada
Product Number EB00779824
Released: Oct 31, 2019
Business Term: Purchase
Publisher: Wiley
ISBN: #9781119611615

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