B2B Brand Debate Topic — Category Definition
Category definition is an issue paramount to all successful businesses. As our friends over at Gigabrandblog.com point out, it’s a strategic decision that can stifle some brands. “Each technology brand shares the same business challenge: defining what category best describes their business, and how to position themselves within the competitive environment.”
The ever-evolving nature of technology forces executives in this field to think more in terms of audience confirmation as it relates to Gartner or Forrester category definition. So often technology companies get caught up in the technology and miss the mark as it relates to what category of business they really represent and how their customers categorize the corporation and view their positioning. In addition, approaching this strategy must be carefully planned and socialized to get buy-in and optimal results.
The series entitled Technically Speaking, What Business Are You Really In speaks about how proper category definition allows for development of an effective brand position. While the impetuous of the article is on the technology sector, there are certainly great nuggets for all of us in the branding world to discuss. Take a minute to read and share your thoughts, which could spark the next great debate.
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