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Category Creation
book

Category Creation

by Anthony Kennada, Brian Halligan
October 2019
Intermediate to advanced content levelIntermediate to advanced
240 pages
5h 32m
English
Wiley
Audiobook available
Content preview from Category Creation

Index

A

  • “Access, power, and stuff” (Influitive), 142
  • Account based category (ABM), 94–95
  • Advocamp (Influitive), 44, 147
  • Advocate Marketing category
    • defined, 143
    • engaging and mobilizing advocates, 141–144, 144 (See also Brand ambassadors)
    • Organ and, 44
    • understanding advocacy moments, 144
  • Agenda, for conferences, 122
  • Airbnb, 93
  • Alexa, 12
  • Alliance, The (Hoffman, Casnocha, & Yeh), 207–211
  • Altair 8800 (MITS), 12
  • Amazon
    • category creation by Alexa, 12
    • commoditized market of, 47–48, 52, 53
    • purpose and, 64
  • Ambition, 204
  • American Psychological Association, 25
  • Analysts. See Industry analysts
  • Apple
    • Apple News, 105
    • commoditized markets and, 52–53
    • iPhone, 25, 97, 98
    • iPod, 12
    • microcomputer revolution by, 12
    • purpose and, 59
  • Ariba, 38, 38–39, 173
  • Average contract value (ACV), 190, 193, 194

B

  • BANT (Budget, Authority, Needs, Timeline), 41–42
  • Behind the Cloud (Benioff), 22
  • Benioff, Marc, 15, 22
  • Best Buy, 48, 52–53
  • Best practices
    • co-authored by customers, 134
    • defined, 36
  • Bezos, Jeff, 47–48
  • Booths, for conferences, 127–128
  • Bootstrapped startups, advice for, 40–41
  • Brand, 19–29
    • activating customers as brand ambassadors (See Brand ambassadors)
    • B2H marketing for, 25–29
    • brand advocates, 54
    • brand equity, 54–55
    • branding around people vs. product, 81
    • category creation and imperative of, 21, 21–23
    • defined, 20
    • email campaigns and, 19–20, 94
    • executive communications for brand campaigns, 177–178
    • history of brand marketing, 23–25
    • positioning, 6–10, 34–35
    • voice for, 82
    • See also Lifestyle brand
  • Brand ...
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Publisher Resources

ISBN: 9781119611561Purchase book