Marketing Manna
Share your story better
with our 1-minute manna
A new season of Marketing Manna is coming! Sign up to stay informed and receive your daily bread as soon as we go live.
A new season of Marketing Manna is coming! Sign up to stay informed and receive your daily bread as soon as we go live.
Category creation
Wed, May 25, 2022
What would you call a jump rope that doesn’t have a rope?
Easy – Ropeless Jump Rope!
This is a new category of jump ropes that help you exercise, but without the rope.
This is simpler to store and easier to use, but most importantly, it’s a new product category by itself and not just a new product.
Creating a new category makes it easier to market the category, rather than just your product.
The only goal for organizations should be to create innovative products and market the heck out of them till they’ve made it obsolete by innovating a newer and better product.
Takeaway
Don’t just innovate to create a product, create a category!
What new categories is your brand creating? I’d love to know!
Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.
