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

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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>

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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 then would you think about which brand to buy. 

If the modern, self-guided B2B buying team experience begins with category, then brands need to make sure they’re playing in the right category. And if the right category doesn’t exist, well—brave brands are designing their own. 

In this episode of The Marchitect, Udi and Sydney discuss how they approach category creation and rebranding.