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Designing a New Category - Part 1
Manage episode 417995408 series 3474630
Innehåll tillhandahållet av Mark Vandegrift and Lorraine Kessler, Mark Vandegrift, and Lorraine Kessler. Allt poddinnehåll inklusive avsnitt, grafik och podcastbeskrivningar laddas upp och tillhandahålls direkt av Mark Vandegrift and Lorraine Kessler, Mark Vandegrift, and Lorraine Kessler eller deras podcastplattformspartner. Om du tror att någon använder ditt upphovsrättsskyddade verk utan din tillåtelse kan du följa processen som beskrivs här https://sv.player.fm/legal.
On this week's Brand Shorthand podcast, Mark and Lorraine dive into the complex, yet highly effective business move to design and build a new category. This move isn't for the faint of heart, but the glory that can follow makes this strategy one that has allowed companies like Uber, IKEA, and maybe now, Poppi, to dominate. Learn the first three rules – from nine total – to properly design and build a new category.
Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning.
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