Category creation

Involves a company’s strategic effort to introduce and establish a new product or service category in the market, setting the brand as the pioneering and defining face of this novel segment. This strategy empowers the brand to carve out a unique, uncontested space in the market, establishing itself as the leader in this newfound category and influentially shaping consumer perceptions and expectations from the onset. An example of this is Airbnb, which greatly transformed the hospitality industry by defining the ‘Shared Economy’ travel category.