These are the earliest marketing strategies in the book. But the era of traditional marketing is over. Instead, the most legendary entrepreneurs, executives, leaders and marketers of modern design categories redefine the game, create completely new categories of markets, develop them and position themselves as leaders. Over the past 10 years, the legend of this technology has shown the world why innovation is so important. They force customers to strategically expand the market, abandon old ideas and products and adopt new ways of doing things. As an entrepreneur, CEO or CMO, you have to ask yourself.
The categories are how we evaluate things.
Do you know why Costco flat-screen TVs cost $150 and the high-end sunglasses cost $400? Take a step back to consider interesting options. Why is the TV (advanced technology that can communicate with satellites in space) less than plastic sheets? Both products are examples of categories. The $400 price is all thanks to the design category. It’s their job. If done correctly, it can make people believe that sunglasses cost more than sophisticated electronics.
The category becomes a brand.
As people, we put the categories first, and brands are on second. If you like the category, you will be interested in this brand. The categories are building a filing system to create the preferred network of brands that we “must-have, have, are not interested in brands.” For example, if you like muscle cars such as the Ford Mustang, you won’t be thrilled with the Chrysler minivan. And I even go so far as to say that categories can create careers for entrepreneurs. Why? This is because companies and brands are important only when they dominate the category. A good example of dentists. If you go and notice the dentist’s sign, most of them say “dentist” and under it, “Sally Smith, DDS.” You can see that the profession is more important than people.
Dentists know that categories make individual brands stronger, so they first call the category and then. Similarly, when a whole new category appears, new labels can attract attention. Watch the explosion of craft beer on the west coast. Over the past ten years, we have seen an increase in the production of non-operational El (IPA). Today, craft breweries open every 15 seconds, and everyone feels like they’re selling a few IPAs. This is because the category or IPA is very popular with many people. The category is the first and the brand-second. Most entrepreneurs understand that this is intuitive and that the categories are interesting. Therefore, often craft beer appears on the signs of craft beer in Southern California, followed by the name of the brand. I can watch it all, but I’m still surprised that high-quality sunglasses can cost $400 when flat-screen TV costs $150. But this is further proof that design categories are a new marketing tool.
There is no such thing as a terrible category of legendary companies.
Companies that want to be famous are not focused on their incremental goals. They are beginning to change the world at an exponential level. These are the companies that shape our lives, and frankly, they are developing different options for the future for all of us. A good example is dell computers. In the late 1980s and early 1990s, Dell was known for developing new categories. When competitors such as IBM and Compaq sold their products through distribution channels, they sold computers directly to consumers. When personal computers appeared, Dell came out, changing games and becoming the biggest player in the market.
Then the Internet began to play an important role, and Dell was a pioneer in this field. They developed categories by selling desktops, servers and laptops that could access the world wide web from anywhere. At the time, Dell had one of the most powerful tech labels, but today’s brands are boring. And this is a $90 billion company that works well and produces a lot of great products, but none of them matter. Today they do not create or dominate in new technological categories. This is a great company that offers great products that no one cares about.
The most interesting companies create completely new categories in their business. They’re solving a problem we didn’t even know existed until they showed up. The category un cluster brand is not remembered and does not matter Tomorrow. It’s hard, but it’s true. So it’s up to you to become a category designer for the market. By doing this, you can be a pioneer in the world of startups.