Book

Category creation : how to build a brand that customers, employees, and investors will love / Anthony Kennada.

Kennada, Anthony, 1986- (author.).

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.

Record details

ISBN: 9781119611561
ISBN: 1119611563
Physical Description: xvi, 224 pages : illustrations ; 24 cm
Publisher: Hoboken, New Jersey : Wiley, [2020]
Copyright: ©2020

Content descriptions

Bibliography, etc. Note:

Includes bibliographical references and index.

Formatted Contents Note:

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 communication -- How to connect category creation programs to growth for executives and investors -- The intangible benefits of category creation on customer and teammate success.