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Lochhead on Marketing cover image

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

Lochhead on Marketing

NOTE

Obsess Over the Problem for Strategic Frame

Continuously ask strategic questions to frame the problem in a way that resonates with C-suite executives, triggering obsession with solving the issue. In mature companies, radical differentiation is crucial for success, requiring the courage to set a new agenda and stand out. Category design involves defining the problem, specifying the solution, and outlining the expected return on investment. By shifting focus from surveys to addressing what truly matters, companies can drive impactful change.

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