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

Unabridged Audiobook

Written By: Anthony Kennada

Narrated By: James Fouhey

Date: November 2019

Duration: 7 hours 3 minutes

Summary:

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.

Genres:

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

by Anthony Kennada

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Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love, Anthony Kennada
Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love, Anthony Kennada
This title is due for release on November 26, 2019.

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Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love, Anthony Kennada
This title is due for release on November 26, 2019
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Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love, Anthony Kennada

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