“A category name is not intended to be completely self-descriptive and self-evident.”
Listen & Learn:
- How important is it for a company to create its own category for a product?
- What are some key strategies for coming up with a category name during work sessions?
- What does it mean for a category name to convey meaning rather than being self-descriptive?
- How can category design be compared to branding in terms of imbuing meaning onto a product?
- How can category assessments and cluster maps help companies identify and understand the problems they solve?
- Why is it important for companies to confront and discuss the identified problems in a working session?
Mike Bruno is a Category Designer at Play Bigger. With a background in psychology and communications strategy, he finds hidden problems and unspoken truths and connects those with companies, brands, and products to drive businesses and, importantly, the people they serve. Mike’s style of Category Design is simple, straightforward, and playful. His work is equally influenced by the behavioral sciences, business theory, and imagination. Carl Jung on one shoulder, and Dav Pilkey on the other. Mike’s work has been featured in Advertising Age’s “Book of Tens,” has been awarded numerous industry accolades, and has driven double-digit brand growth for dozens of clients.
Defining your brand’s category strategy for big impact! Call Lori Jones today at 303-678-7102 to learn more.