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Designing a New Category - Part 1
Manage episode 417995408 series 3474630
Konten disediakan oleh Mark Vandegrift and Lorraine Kessler, Mark Vandegrift, and Lorraine Kessler. Semua konten podcast termasuk episode, grafik, dan deskripsi podcast diunggah dan disediakan langsung oleh Mark Vandegrift and Lorraine Kessler, Mark Vandegrift, and Lorraine Kessler atau mitra platform podcast mereka. Jika Anda yakin seseorang menggunakan karya berhak cipta Anda tanpa izin, Anda dapat mengikuti proses yang diuraikan di sini https://id.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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