Marketing Against The Grain

How To Be #1 In Your Industry | Lessons From MrBeast, Zoom & Peloton w/ Christopher Lochhead

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.

43:02

Episode guests

Christopher Lochhead

Highlights

AI Chapters

Episode notes

The Fundamental Problem with Marketing

01:23

Intro

2min

Mastering Category Creation

10min

The Illusion of Personal Branding

18min

The Misconception of Marketing: Lessons from Comparison Strategies

4min

Understanding Comparison Marketing and Category Redefinition

3min

The Power of Category Design in Marketing

4min

In tech categories, one company earns 76% of the total market cap/market capitalization in any given market category. What’s up with that?

Christopher Lochhead joins the show to talk ALL about category creation:

what does the rise of influencers/individual brands mean for category creation
Creating a personal brand is bull****
Is being a content creator a real business?
Have we monetized marketing & entrepreneurship stupidity at scale?
Why comparison marketing is trash

About Christopher Lochhead:

3x CMO. #1 Apple business podcaster and #1 Amazon marketing author. Christopher's first book, Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets, has been called “the bible of category design” and is in the top 1% of business books.

Check out Christopher’s work!

Twitter https://twitter.com/lochhead
LinkedIn https://www.linkedin.com/in/christopherlochhead?original_referer=https%3A%2F%2Flochhead.com%2F
Category Pirates blog https://www.categorypirates.com/

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Host Links:

Kipp Bodnar, https://twitter.com/kippbodnar

Kieran Flanagan, https://twitter.com/searchbrat

‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.

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