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 ...