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Category creation : how to build a brand that customers, employees, and investors will love /
"Salesforce, Hubspot, Gainsight, and other tech brands have pioneered a new marketing and branding playbook focused on serving the people *behind* the companies they sell to. They have built category-defining (and in some cases category-creating) companies and communities that led to faster gro...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
Wiley,
[2020]
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- 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.