2min snip

Lochhead on Marketing cover image

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

Lochhead on Marketing

NOTE

Category Design Mindset in Brand Architecture

In brand architecture, the category determines the brand, not the other way around. People need to know the category before they care about the brand. Entrepreneurs grasp this instinctively while MBAs often struggle with it. Understanding the category is crucial as it drives both the brand and demand. Focusing on marketing the customer problem instead of the brand makes customers feel the company truly wants to help them.

00:00

Get the Snipd
podcast app

Unlock the knowledge in podcasts with the podcast player of the future.
App store bannerPlay store banner

AI-powered
podcast player

Listen to all your favourite podcasts with AI-powered features

Discover
highlights

Listen to the best highlights from the podcasts you love and dive into the full episode

Save any
moment

Hear something you like? Tap your headphones to save it with AI-generated key takeaways

Share
& Export

Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more

AI-powered
podcast player

Listen to all your favourite podcasts with AI-powered features

Discover
highlights

Listen to the best highlights from the podcasts you love and dive into the full episode