Lochhead on Marketing

205 The Category Makes the Brand: Unpacking Brand Hierarchy in Category Design | Pirates Perspective

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Jul 24, 2024
Discover how the category defines a brand's success in marketing as Christopher Lochhead shares insights and examples. Learn about Qualtrics' strategic shift, the impact of AI on Experience Management companies, and Microsoft's dominance in the office productivity market with unified design.
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INSIGHT

Category Shapes Brand and Demand

  • The category makes the brand, not vice versa, because consumers must know the category before caring about the brand.
  • Categories focus on customer problems while brands focus on the company, shifting marketing to problem-solving fosters stronger customer relationships.
ANECDOTE

Barcade Owns Arcade Bar Category

  • Barcade created and owned the "arcade bar" category by combining classic arcade games with a bar serving beer and pizza.
  • Their name perfectly aligned with the category, making them the original and largest operator and a category king in the US.
ANECDOTE

Qualtrics Wins With Experience Management

  • Qualtrics redefined their market from survey software to experience management to capture C-suite attention and dominate the category.
  • SurveyMonkey's playful brand name limited its appeal to large enterprises, causing it to lose the epic 36-month category battle to Qualtrics.
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