A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
amazon.com
A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
Here are the rules of category design:
- Different is better than better.
- Being first is better than being better.
- If you can’t be first, set up a new one you can be first in.
Creating a category will help you stand out and essentially ‘own’ a word, phrase, or idea in the prospect’s mind.
And owning an idea in the prospect’s mind = the most powerful
I F**KING LOVE THAT COMPANY: How a New Generation of Brand Builders Is Defining the Post-Amazon World
amazon.com
