Category Creation : How to Build a Brand that Customers, Employees, and Investors Will Love

Category Creation : How to Build a Brand that Customers, Employees, and Investors Will Love
ISBN: 9781119611561
Publication Date: 27 September 2019

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.

Written for entrepreneurs, marketers, and executives from start-ups to large enterprises, Category Creation is the exclusive playbook for building a category defining brand in the modern econ...