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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 inn...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Newark :
John Wiley & Sons, Incorporated,
2019.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 049 | |a UAMI | ||
| 100 | 1 | |a Kennada, Anthony. | |
| 245 | 1 | 0 | |a Category Creation : |b How to Build a Brand that Customers, Employees, and Investors Will Love. |
| 260 | |a Newark : |b John Wiley & Sons, Incorporated, |c 2019. | ||
| 300 | |a 1 online resource (243 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
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| 505 | 0 | |a Intro; Category Creation; Contents; Foreword; About the Author; Part I The Long-Term Greed of Category Creation; 1 Category Creation: The Noble Marketing Strategy That Can Spark a Movement; What Is Category Creation?; How to Tell Whether You're Creating a Category; Why Create a Category?; Creating the Customer Success Category; 2 Why Brand Is at the Heart of Category Creation in the Business-to-Human (B2H) Era; The Imperative of Brand in Category Creation; How Did We Get Here?; Enter Business-to-Human (B2H) Marketing; 3 The Six Challenges of Creating a Category (and How to Overcome Them) | |
| 505 | 8 | |a 1. Not Everyone Will Get It Right Away2. Customers Are Initially Interested in Education, Not Your Product; 3. You'll Need a LOT of Capital (Although There Are Workarounds); 4. Short-Term Planning Is Extremely Hard; 5. Executives and Investors Need to Buy In or You Will Fail; 6. Understanding the Competition Is Confusing; 4 Special Considerations for Established Companies in Commoditized Markets; The Commoditization of Industry; Option 1: Launch into a New Product Category; Option 2: Leverage Your Unfair Advantage to Become a Category Leader; 1. Existing Customer Base | |
| 505 | 8 | |a 2. Established Brand Equity3. Budget and Go-to-Market (GTM) Resources; Part II Seven Principles to Create (and Dominate) a Category; 5 Live Your Purpose, Values, and Culture Out Loud; How to Develop a Shared Vision Around Company Purpose; The Power of Purpose in Category Creation; How to Activate Purpose and Values; Why Purpose, Values, and Culture Matter to Teammates; 6 Focus on the People in Your Market-Not Just Your Products; The Psychology of Early Adopters in New Categories; A Primer on Content Marketing; Developing a Content Marketing Strategy for New Categories; 1. Name Your Category | |
| 505 | 8 | |a 2. Identify Spokespeople, Writers, and Contributors3. Articulate the "Why" Behind Your Category; 4. Educate on the "How"; 5. Evangelize the Category as the Leaders of the Movement; 7 Create a Lifestyle Brand for Your Category; What Is a Lifestyle Brand?; Digital Media; Education and Career Services; 8 Grow a Community by Doubling Down on Live Events and Experiences; Creating Experiences, Not Events; Types of Corporate Experiences; How to Plan an Industry Conference for Your Category; 1. Make It About the Movement, Not Your Product | |
| 505 | 8 | |a 2. Source Speakers Who Add Credibility and Validate the Category3. Build an Agenda That Inspires and Educates; 4. Create a Memorable Experience That Puts Your Culture on Display; 5. Use Pricing Tactics and Team Activations to Drive Registrations; 6. Monetize by Adding Value to the Prospect Experience; 7. Measure Your Success; 9 Activate Customers as Brand Ambassadors; How Customers Create Categories; 1. Customers Validate the Pain You've Observed Is Real; 2. Customers Co-Author Industry Best Practices; 3. Customers Make Your Product Better; 4. Customers Crown the Category Leader | |
| 500 | |a How to Create and Identify Brand Advocates | ||
| 520 | |a 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 7 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. | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Business. | |
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| 700 | 1 | |a Halligan, Brian. | |
| 776 | 0 | 8 | |i Print version: |a Kennada, Anthony. |t Category Creation : How to Build a Brand that Customers, Employees, and Investors Will Love. |d Newark : John Wiley & Sons, Incorporated, ©2019 |z 9781119611561 |
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