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After building hundreds of startup brands, Arielle Jackson shares 6 early marketing missteps to avoid

In Depth

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The Missteps in Category Creation

The first misstep is just not thinking about it at all. One of the things that we doat first round and in my consulting work, is really force founders to define which category they're playing in. Sometimes choosing a category that's an existing one is not a bad choice. And there's a lot of great examples where people have branded a new category totally out of the blue.

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