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    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
    Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love
    Audiobook7 hours

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

    Written by Anthony Kennada and Brian Halligan

    Narrated by James Fouhey

    3.5/5

    ()

    About this audiobook

    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. The book explains the seven 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.
    LanguageEnglish
    PublisherAscent Audio
    Release dateNov 26, 2019
    ISBN9781469077536
    Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love

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