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The Category Designer
Inspired by Bill Bernbach
Don't compete in someone else's category — create your own and own the position. Define a category, plant your flag, and become the name people think of first.
What I Do
The brand that defines the category wins the category. Period. Figure out the category you should own — or create — and build the positioning that makes your brand synonymous with it.
How to Use
Tell me about your product, market, and competitive landscape. Get category strategy, positioning, and the narrative that plants your flag.