The value of branding lies in the fact that brand = category .

[sabarina38]

The faster you draw this equal sign, the more valuable it is. Small and beautiful categories , narrow and deep products have become the breakthrough rules for new consumer goods to enter the industry track. The big and comprehensive approach is no longer suitable for the new business in the next 10 years . The real challenge of the new business in the next 10 years is not on the production and supply side, but on the cognition and insight side.



Insights into the differentiation of existing categories Understanding of consumer granularity Three logics of categories : Category is not the cause, but the result: the category a new brand chooses to enter greece whatsapp number data largely predicts the result - old products are redundant and innovation makes sense. Category is the matrix: consumers use categories to match their demands, use categories to express their demands, and use brands to choose products. Innovative sub-categories are the crudest and most direct way to express differentiation.


Companies can classify wooden doors into solid wood doors, composite doors, and cork doors according to the different materials used. But before Tata made silent wooden doors , there was no category called silent wooden doors . This is the difference between user perspective and organizational perspective, internal thinking and external thinking. And this different thinking, perspective transformation, and insight will become the key to new brands winning the market in the next 10 years - the insight into category differentiation and the market stepping stone for new brands.