Marketing Against The Grain How To Be #1 In Your Industry | Lessons From MrBeast, Zoom & Peloton w/ Christopher Lochhead
18 snips
Dec 13, 2022 
In this engaging discussion, Christopher Lochhead, a three-time CMO and acclaimed author, dives deep into the art of category creation. He challenges the notion of personal branding, asserting it's often misguided and critiques comparison marketing as ineffective. Lochhead uses examples from industry giants like MrBeast and Peloton to illustrate how unique positioning and audience engagement can redefine markets. Tune in for insights that disrupt typical marketing beliefs and encourage authentic brand identities.
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Different, Not Better
- Most businesses mistakenly focus on competing in existing markets with better products and brands.
- True success comes from creating new categories and being different, not just better.
Category Design Dominance
- Category designers dominate market value, capturing 76% of market capitalization in tech.
- Competing in an existing category means fighting for the remaining 24%.
MrBeast's Category of One
- MrBeast's success stems from creating a unique category of digital entertainment and leveraging innovative business models.
- His ghost kitchen model exemplifies this, adding new product categories through different distribution channels.
