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Anthony Kennada

Chief Marketing Officer, Hopin
Anthony Kennada
Chief Marketing Officer, Hopin

Podcast: Brand Strategy with Anthony Kennada, Chief Marketing Officer at Front

Brand Strategy with Anthony Kennada, Chief Marketing Officer at Front
Brand Strategy with Anthony Kennada, Chief Marketing Officer at Front
Brand Strategy with Anthony Kennada, Chief Marketing Officer at Front
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Added December 23, 2019Published in AMA's

AMA: Front Former Chief Marketing Officer, Anthony Kennada on Brand Strategy

Front Former Chief Marketing Officer, Anthony Kennada

on Brand Strategy

Chief Marketing Officer
Hopin
Chief Marketing Officer at Hopin
This is an important question that points to the relationship between brand and product marketing in context of competitive strategy. Short answer, I wouldn't optimize around the competition -- as there's not much you can do in this case to prevent them from copying your messaging. The thing tho...more
Chief Marketing Officer at Hopin
I definitely appreciate this tension -- and in a perfect world you find the right mix of both on the team. Analytical skills will benefit our understanding of market sizing and opportunity, pricing and packaging decisions and so on. The "brand" or creative skillset would aid in storytelling aroun...more
Added January 4, 2018Published in AMA's

AMA: Gainsight Former Chief Marketing Officer, Anthony Kennada on Category Creation

Gainsight Former Chief Marketing Officer, Anthony Kennada

on Category Creation

Chief Marketing Officer
Hopin
Chief Marketing Officer at Hopin
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...more
Chief Marketing Officer at Hopin
Is it clear that the competitor is currently the market leader? Are they a large incumbent (thinking what Salesforce is to CRM, for example) or a few years ahead of you? If so, it may be the case that you are indeed in a challenger position for an already defined market in which the disruption ...more