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Josh Lowman
Founder and Creative Director of Gold Front, a category design studio. A leading voice in strategic brand positioning, helping B2B companies define what makes them irreplaceable.
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Jun 5, 2025
• 1h 1min
Category Creation Playbook: How to Be Irreplaceable in B2B Marketing (with Josh Lowman)
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Josh Lowman, Founder and Creative Director of Gold Front, dives into the art of category creation for B2B marketing. He discusses why most efforts fail and outlines the four paths to category leadership: create, transform, niche, or go solo. The conversation highlights the significance of defining irreplaceability and aligning brand strategy with market perception using examples like Drift and Notion. Josh emphasizes the need for a cohesive marketing approach that understands product ethos, helping companies stand out in a crowded landscape.
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