Search Results for: category creation

Is Category Creation Right for Your Brand?

In this episode we talk to Kevin Alansky, Chief Marketing Officer at Higher Logic. If you like this episode, you’ll probably also love… …these past episodes: Why Category Design is a Marketing Superpower One of the Dumbest Marketing Campaigns Ever Are you getting every B2B Growth episode in your favorite podcast player? If not, you can easily […]

How to Get Your Team on Board with Category Design

In this episode of the Category Creation series, we talk to Darin Dawson, co-founder and President of BombBomb. Darin discusses how to get your entire team involved and excited about the process of category design.

How to Pitch Category Design to Your CEO

In this episode of the Category Creation series, we talk to Conor McCluskey, co-founder and CEO of BombBomb. Conor discusses how to approach your CEO if you think category design is a strategy your company needs to explore.

Why Category Creators Need to Create Contrast

In this episode of the #CategoryCreation series, we talk to Brad Zomick, former VP of Marketing at Pathgather and Degreed. Brad explains why if you want the world to see the need for your new category, you have to create sharp contrast with categories that already exist.

Why Category Design Thinking Is Necessary In Times of Crisis

In this episode of the Category Creation series, we talk to Kevin Maney and Mike Damphousse of Category Design Advisors. A time of crisis might seem like it’s time to hunker down. But category design thinking can open up opportunities that can help you survive or even thrive. Kevin and Mike will explain how.

When To Go After a New Category

In this episode of the Category Creation series, we talk to Udi Ledergor, CMO of Gong.io. Gong was already a leader of the Conversation Intelligence category, so why did they drop that to pursue the Revenue Intelligence category instead? Udi will share exactly why in our interview. Sweet Fish is hiring! Click here to learn more.