This is counter to classic marketing thinking, which is brand oriented: How do I get people to prefer my brand? Forget the brand. Think categories. Prospects are on the defensive when it comes to brands. Everyone talks about why their brand is better. But prospects have an open mind when it comes to categories. Everyone is interested in what’s new.

Compare TheMarket.com, seems to be succeeding through brilliant marketing.

I learned a ton about how the world’s oldest and largest consumer goods companies approach brand building, and the rigor that goes into defining a target audience, sharpening a consumer insight, developing a clear and succinct brand strategy, and then using that strategy to guide all communications.