In the previous article "Inventory of Marketing Routines Often Used to Manipulate People's Minds" , I mentioned one of the lazy methods of the brain - classification. At the time, it was only used as a tactical introduction. This article raises the text messagte service classification to a strategy and analyzes it in depth. This is the category strategy that everyone is familiar with now. 1. Category traceability The application of the word "category" in business can be traced back to the 1990s. Procter & Gamble transformed the original brand manager system into a category manager, that is, from one person responsible for a brand to one person responsible for a product category. At that time,
category was a management concept used to manage products. Including later, Carrefour defines categories as: categories of goods, a small category represents a consumer demand. It wasn't until 2004 that Reese was inspired by text messagte service On the Origin of Species to publish The Origin of Brands, redefining brands and the philosophy and approach to brand creation. The book pointed out that the driving force of business development is differentiation, and differentiation gives birth to new categories, and the real brand is the representative of a certain category. Once the category disappears, the brand will disappear. At this point, category is no longer a management concept, but a mental concept. Thirteen years later, the three founders of Play Bigger published the book "Becoming a Unicorn".
The data cited in the book revealed the commonality behind world-class companies such as Google, Facebook, Apple, and IKEA - becoming a category The king of the category, and the category king usually gets 76% of the market value of the category. The term "unicorn" has therefore become a new concept that is often talked about in the text messagte service business world. In May of this year, the Chinese version of "Creating a New Category" was newly released. It is the book of David Acker, a world brand expert. From a brand relevance perspective, this book reveals that the only way to grow a brand (almost without exception) is to create a new "must have" in the customer's mind that defines new segments and builds competitive barriers benchmark brand.