Our season on category creation continues with some of our best advice for doing it! A discussion that starts off by looking at newly-created categories of food items, leads to interesting case studies that show how to re-position any type of product.

The California-based association responsible for promoting prunes had an image problem. Their dilemma, and the resulting decision to successfully re-position the product as “dried plums”, uncovered a process that may be useful to many B2Bs who are not happy with their current positioning.

Listen in as the team highlights this case and others, as well as the circumstances that are conducive to category creation. You’ll learn some key principles and strategies that companies have used in industries as wide-ranging as food, commodities and pharmaceuticals.

In this episode you will learn:

• How creatively naming a commodity led to a price premium
• Why your current, logical positioning strategy may not be working
• How a blockbuster pharmaceutical was neutralized by a competitor utilizing a simple technique called “The Opposite Good”

Here’s some quotes from the team’s discussion:

“Even Shakespeare knew that what you name things matters!”

“Renaming something could be the best strategy for erasing a product’s perceived flaw.”

“We’ve seen many examples of a product name having more meaning than the actual performance of the product itself.”

We hope you learn some valuable strategies from the discussion!