A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
Nicolas Coleamazon.com
A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
Step 3: Once you Dam The Demand, educate customers on all the differences between the old category and this new and different category.
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
The 3 Pillars Of Every Great Marketing Strategy: Information Wars, Air Wars, and Ground Wars To begin, it’s important we outline
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
What really happened was they were accidental category designers the first time around. They stumbled into the right languaging, framed the problem, Named & Claimed the solution, and took the world by storm. However, because they weren’t conscious of how or why things happened the way they did, they struggled to replicate their success a second
... See moreNicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
[Meanwhile, somewhere in New York, an entire floor of mediocrely paid copywriters and designers are hard at work on a very fancy, competition-minded response to the RFP.] When you are responding to an RFP, you’ve already lost. Or, as we wrote about in our previous letter on career
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
The category makes the product—not the other way around.
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
Step 1: Tell the truth about the existing category by placing a differentiating word in front.
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
Other times, new categories are named by what they’re not. Henry Ford called the first car a “horseless carriage.” He used a modifier to remove the existing category’s most valuable asset (there is no horse), raising the question, “Well if there’s no horse, then how does it run?” Ah, now the customer is willing to be educated! They have entered “Th
... See moreNicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
“Well hang on, before I let you go,” the decision-maker on the other end of the line says, “I’m curious. Then what is a Category Design Consultant?”
Nicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
“Oh, as Category Design experts we specialize in helping companies like yours come up with the strategy and language that educates customers on why you are new and different. When you do this successfully, you have no competitors. You stand alone. But again, it sounds like you have your mind made up about wanting to hire a conventional branding and
... See more