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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.
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.