S2 Episode 3: The King, Queen and Ace of Category Design & Storytelling (Gong, Zoom & Corporate Visions)

This is a podcast episode titled, S2 Episode 3: The King, Queen and Ace of Category Design & Storytelling (Gong, Zoom & Corporate Visions). The summary for this episode is: <p>Category is important because it’s how our minds make buying decisions. First, you think “I need a new car,” then “I’ll get a sedan.” And only<em> then</em> would you think about which brand to buy.&nbsp;</p><p>If the modern, self-guided B2B buying team experience begins with category, then brands need to make sure they’re playing in the <em>right</em> category. And if the right category doesn’t exist, well—brave brands are designing their own.&nbsp;</p><p>In this episode of The Marchitect, Udi and Sydney discuss how they approach category creation and rebranding.&nbsp;</p><p><br></p><p><br></p>