Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love. Anthony Kennada, Brian Halligan
Category-Creation-How-to-Build-a.pdf
ISBN: 9781119611561 | 240 pages | 6 Mb
- Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love
- Anthony Kennada, Brian Halligan
- Page: 240
- Format: pdf, ePub, fb2, mobi
- ISBN: 9781119611561
- Publisher: Wiley
Free ebooks download pdf epub Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love CHM ePub PDF 9781119611561 by Anthony Kennada, Brian Halligan
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.
Strategic Communication: How to Develop Strategic Messaging and
Product/market fit does not exist without message/customer fit . . employees, prospects, customers, partners and investors. Startups often make the mistake of creating positioning and . This is what a final strategic messaging map looks like. .. Taglines: What Is Your Brand's Battlecry? by Laura Ries.
Anthony Kennada, CMO of Gainsight®, Launches CATEGORY
Today, Gainsight®, the customer success company, announced that the company's Chief official playbook for category creation, “CATEGORY CREATION: How to Build a Brand that Customers, Employees, and Investors Will Love” (Wiley).
Category Creation: How to Build a Brand that Customers - Wiley
It explains how category creation has become the Holy Grail of marketing, and more How to Build a Brand that Customers, Employees, and Investors Will Love.
Create a New Market Category by Courting Analysts Your
The same individuals tasked with building brand standards and designing When creating new market categories, it's your job to build a framework They typically are not employed by any competitors and are seen as first-movers in Analysts will typically appreciate the chance to speak with customers,
Brand awareness - Wikipedia
Brand awareness refers to the extent to which customers are able to recall or recognise a brand Investments in building brand awareness can lead to sustainable When prompted by a product category, most consumers can only recall a relatively While advertising is an excellent tool for creating awareness and brand
Category creation: 6 ways to tell whether it's the right strategy for
How do you know if category creation is the right strategy for you? How to Build a Brand that Customers, Employees and Investors Will Love.
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