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How would you go about naming a new category?

Hey guys, for those of you who have been in the position to name a new category, what steps did you take to ensure that you were on the right track?

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4 Answers
Category Creation
  1. Hila Segal
    Hila Segal

    WalkMe Senior Vice President, Product Marketing | Formerly Clari, Observe.AI, Vendavo, Amdocs • 4y

    Naming a new category is a big deal. Don't name it just by the scope and capabilities of your own solution - think bigger. A few things to help the naming process: 1. Talk to customers and try not to lead the witness. Understand what terms they use to describe the pain points and expected business value of the category. Make sure you talk to a broad set of customers that represent different industries, segments, and buying personas.  2. Research what other categories exist, how much traction the ...Read More

    1,023 Views
  2. Paul Lacey
    Paul Lacey

    Matillion Sr. Director of Product Marketing • 8y

    Category naming is more art than science. It involves a deep understanding of your solution space, the language of your existing and prospective customers, and the founder's intuition into the vision for the business.   Conventional wisdom suggests that a category name be no more than three words, and should capture the use case of your product as opposed to just features/benefits. Examples: Customer Relationship Management, Marketing Automation, Direct Care Administration.   I would highly reco ...Read More

    1,168 Views
  3. Dave Daniels
    Dave Daniels

    BrainKraft Founder • 7y

    Connect the name of the new category with something familiar to your market: Horses + Carriages => Horseless Carriage => Automobile. And because Sharebird says my answer is too short, I will add this sentence to comply. Apparently, the answer needs to be 300 words or more so I'll keep typing gibberish until I meet this completely arbitrary requirement. 

    645 Views
  4. Anthony Kennada
    Anthony Kennada

    AudiencePlus CEO • 8y

    Great question, and one that I’ve done some writing on (see link below).http://www.categorydev.com/category-branding/There are SEO, branding, PR/AR and many other implications to selecting a category name – so it’s important to get this right. I believe new categories and markets are created when a person / job title exists that is not being served in a meaningful way by an existing vendor. Categories that speak to that person, rather than the product, tend to better resonate. Analysts will sugg ...Read More

    2,169 Views

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