Building a playbook from scratch: How brands are growing new categories
In the first of a new series looking at how brands are addressing category challenges to grow, marketers discuss how to drive awareness, not only of a new brand but an entirely new category.
Launching a new brand in any category is challenging. In highly penetrated sectors such as beer or tech, where there are lots of very well-known brands, standing out can be tough. But they are both familiar categories that most of the adult population have bought from at some point in their life.
Telling consumers about a new brand in a category they’ve never heard of comes with a whole new set of challenges.
Yes, there might be plenty of white space and room to drive penetration. But, on the flip side, brands launching into new categories may face a consumer that is both unfamiliar with their brand, and with the category itself.
