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Category creation : how to build a brand that customers, employees, and investors will love / / Anthony Kennada ; foreword by Brian Halligan
| Category creation : how to build a brand that customers, employees, and investors will love / / Anthony Kennada ; foreword by Brian Halligan |
| Autore | Kennada Anthony <1986-> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , [2020] |
| Descrizione fisica | 1 online resource (243 pages) |
| Disciplina | 658.827 |
| Soggetto topico |
Industrial marketing
Branding (Marketing) Entrepreneurship Customer relations |
| ISBN |
1-119-61161-X
1-119-61158-X |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 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. |
| Record Nr. | UNINA-9910793855303321 |
Kennada Anthony <1986->
|
||
| Hoboken, New Jersey : , : Wiley, , [2020] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Category creation : how to build a brand that customers, employees, and investors will love / / Anthony Kennada ; foreword by Brian Halligan
| Category creation : how to build a brand that customers, employees, and investors will love / / Anthony Kennada ; foreword by Brian Halligan |
| Autore | Kennada Anthony <1986-> |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | Hoboken, New Jersey : , : Wiley, , [2020] |
| Descrizione fisica | 1 online resource (243 pages) |
| Disciplina | 658.827 |
| Soggetto topico |
Industrial marketing
Branding (Marketing) Entrepreneurship Customer relations |
| ISBN |
1-119-61161-X
1-119-61158-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 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. |
| Record Nr. | UNINA-9910814088203321 |
|
Kennada Anthony <1986->
|
||
| Hoboken, New Jersey : , : Wiley, , [2020] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||