Cargando…
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 |
|---|---|
| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Newark :
John Wiley & Sons, Incorporated,
2019.
|
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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)
- 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
- 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
- 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
- 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