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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

2Why Brand Is at the Heart of Category Creation in the Business-to-Human (B2H) Era

It’s still dark outside as my iPhone chimes its painfully familiar tone at 6:00 a.m. I reach over to the nightstand, still half asleep, looking for the dopamine hit accompanied by the blinding light of a smartphone held inches from my face—a habit I promised myself I’d kick by now. I find the lock screen (as I do every morning) flooded with notifications, and the home screen littered with apps bearing red badges, numbered, quantifying my challenge for the next several minutes. Stronger than a doppio espresso, I begin my morning routine by clearing as many notifications as I possibly can before starting the day, working my way to the Mail app, where I know the real work awaits.

The red badge reads 124 unreads—how is that possible? It was only 34 when I went to bed the night before! I knew, however, that of the incremental 90 emails I received overnight, perhaps only three or four were actually of value and sent by a human being and not a marketing automation tool. Tapping into the app, I start my ritual of swiping left again and again, making split-second decisions on which emails are real, all before my feet hit the ground to begin my day.

I’m not proud of what I just shared, but my bet is that you’ve had a few mornings like this as well. This is our experience as consumers in today’s digitally enabled world—our contact information ends up on a list somewhere, and companies infiltrate our inboxes ...

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Publisher Resources

ISBN: 9781119611561Purchase book