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Category creation : how to build a brand that customers, employees, and investors will love
Creator
Title
Category creation : how to build a brand that customers, employees, and investors will love / Anthony Kennada.
ISBN
9781469077543
146907754X
Publication
Hoboken, New Jersey : Wiley, [2020]
Physical Description
1 online resource (1 sound file)
Local Notes
Access is available to the Yale community.
Notes
Electronic audio file.
Access and use
Access restricted by licensing agreement.
Summary
"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 growth, higher valuations, and dominant market positions. This book is an exclusive look into the 'human first' marketing playbook of some of the best brands in B2B, written for a new generation of entrepreneurs and marketers in companies of all sizes and stages of maturity. The book will document the rise, fall and return of B2B brand marketing, offer ten principles to building a modern B2B brand, and prove the value of brand marketing on shareholder outcomes"-- Provided by publisher.
Variant and related titles
O'Reilly Safari. OCLC KB.
Other formats
Online version: Kennada, Anthony, 1986-. Category creation. Hoboken, New Jersey : Wiley, [2020].
Format
Audio / Online
Language
English
Added to Catalog
June 29, 2022
Performers
Read by James Fouhey.
Contents
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.
Subjects
Genre/Form
Audiobooks.
Audiobooks.
Also listed under
OverDrive, Inc., distributor.
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