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Category creation :how to build a brand that customers, employees, and investors will love /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Category creation :/ Anthony Kennada.
其他題名:	how to build a brand that customers, employees, and investors will love /
作者:	Kennada, Anthony,
出版者:	Hoboken, New Jersey :Wiley,c2020.
面頁冊數:	xvi, 224 p. :ill. ;24 cm.
標題:	Branding (Marketing) -
ISBN:	9781119611561 (bound) :

Category creation :how to build a brand that customers, employees, and investors will love /
Kennada, Anthony,1986-

Category creation :how to build a brand that customers, employees, and investors will love /Anthony Kennada. - Hoboken, New Jersey :Wiley,c2020. - xvi, 224 p. :ill. ;24 cm.

Includes bibliographical references and index.

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.

"Salesforce, Hubspot, Gainsight, and other tech brands have pioneered a new marketing and branding playbook focused on serving the people *behind* the companies they sell to. They have built category-defining (and in some cases category-creating) companies and communities that led to faster growth, higher valuations, and dominant market positions. This book is an exclusive look into the 'human first' marketing playbook of some of the best brands in B2B, written for a new generation of entrepreneurs and marketers in companies of all sizes and stages of maturity. The book will document the rise, fall and return of B2B brand marketing, offer ten principles to building a modern B2B brand, and prove the value of brand marketing on shareholder outcomes"--

ISBN: 9781119611561 (bound) :NT727

LCCN: 2019024999Subjects--Topical Terms:

187439
Branding (Marketing)

LC Class. No.: HF5415.1263 / K45 2020

Dewey Class. No.: 658.8/27

Category creation :how to build a brand that customers, employees, and investors will love /
LDR:02371cam a2200229 a 4500 001 1000105890
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008 201104s2020 njua b 001 0 eng c
010 $a 2019024999
020 $a 9781119611561 (bound) : $c NT727
020 $z 9781119611585
020 $z 9781119611615
035 $a 21121549
040 $a LBSOR/DLC $b eng $c DLC
042 $a pcc
050 0 0 $a HF5415.1263 $b K45 2020
082 0 0 $a 658.8/27 $2 23
100 1 $a Kennada, Anthony, $d 1986- $3 1000131242
245 1 0 $a Category creation : $b how to build a brand that customers, employees, and investors will love / $c Anthony Kennada.
260 $a Hoboken, New Jersey : $b Wiley, $c c2020.
300 $a xvi, 224 p. : $b ill. ; $c 24 cm.
504 $a Includes bibliographical references and index.
505 0 $a 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.
520 $a "Salesforce, Hubspot, Gainsight, and other tech brands have pioneered a new marketing and branding playbook focused on serving the people *behind* the companies they sell to. They have built category-defining (and in some cases category-creating) companies and communities that led to faster growth, higher valuations, and dominant market positions. This book is an exclusive look into the 'human first' marketing playbook of some of the best brands in B2B, written for a new generation of entrepreneurs and marketers in companies of all sizes and stages of maturity. The book will document the rise, fall and return of B2B brand marketing, offer ten principles to building a modern B2B brand, and prove the value of brand marketing on shareholder outcomes"-- $c Provided by publisher.
650 0 $a Branding (Marketing) $3 187439
650 0 $a Customer relations. $3 147266
650 0 $a Entrepreneurship. $3 150083
650 0 $a Industrial marketing. $3 151200

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