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Category Creation: How to Build a Brand by Anthony Kennada

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Description

Lessons from Iconic Brands like Salesforce, HubSpot, and Gainsight

“This is the Uber of”

“That’s the Salesforce of”

It’s similar to Instagram except for…”

Right now, there is no such thing as an original thought. The most inventive businesses in the world have really produced a lot more than simply cutting-edge goods and technology. They’ve developed completely new market segments. The difficulty is that creating new categories successfully necessitates an ideal confluence of timing and chance.

Or does it? The first and only book on the subject, Category Creation, was produced by executives and marketers who are actively creating new categories. It shows why creating categories has elevated to the status of the marketing Holy Grail and, more significantly, how it may be planned and executed. It’s not a matter of luck. To please consumers, staff, and investors, you may utilize the same strategies as other category-defining businesses. There is no better strategy for accelerating growth and increasing the company’s valuation.

Former Chief Marketing Officer of Gainsight Anthony Kennada shows how Gainsight helped create the “customer success” category and highlights success examples from other category founders including Salesforce, HubSpot, and others. More than merely having the finest product is necessary. You need to put a recently identified issue alongside your business and product offers in order to start and grow an existing dialogue. The book describes the seven fundamental rules of category formation, among them the significance of assembling a group of early adopters who will band together to solve a common issue.

Determine at your company the “go” and “no go” signals for category creation.

Engage consumers and influencers to serve as brand ambassadors

Develop a community by spending money on live performances and experiences

Demonstrate how category development investments affect growth, consumer satisfaction, and corporate culture.

The unique blueprint for creating a category-defining brand in the contemporary economy, Category Creation is written for business owners, marketers, and executives at small and big companies.

Business online course

Information about business:

Business is the activity of making one’s living or making money by producing or buying and selling products (such as goods and services).
[need quotation to verify] Simply put, it is “any activity or enterprise entered into for profit.
It does not mean it is a company, a corporation, partnership, or have any such formal organization, but it can range from a street peddler to General Motors.”

Having a business name does not separate the business entity from the owner, which means that the owner of the business is responsible and liable for debts incurred by the business.
If the business acquires debts, the creditors can go after the owner’s personal possessions.
A business structure does not allow for corporate tax rates. The proprietor is personally taxed on all income from the business.

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