Category Creation Quotes

“Brand is more than just visual design, creative and advertising campaigns. Seth Godin, author and recognized brand expert, defines it as “a set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
― Anthony Kennada, Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love

“Creating the Customer Success Category No one sets out to create a category from day one—there are a series of observations that can signal that you and your company may already be on the journey.”
― Anthony Kennada, Category Creation: How to Build a Brand that Customers, Employees, and Investors Will Love