What it takes to build your own category

Welcome to the MarTech Podcast. Today we're going to discuss the challenges and opportunities of category creation marketing. Joining us is Josh Lowman, Founder of Goldfront, which is the original category creation studio. Goldfront helps founders and marketing leaders create new market categories through category strategy, branding, experience design and video production. For today, Josh and I are going to talk about what it takes to build your own category.
About the speaker

Josh Lowman

Gold Front

 - Gold Front

Josh is a partner and creative director at Gold Front. They help founders and marketing leaders create story-driven brands.

Show Notes

Quotes

  • “Just about every startup wants to be a category creator, they want to make a dent in the world, but they're mostly not doing it consciously.” - Josh

  • “ Category design really says is, it is good for you if you do all that consciously and on purpose because you're more likely to win the category.” - Josh

  • “Essentially, marketing is the changing of mind, changing of customer mind, so they're more likely to choose you instead of somebody else. “ - Josh

  • “A time tested truth about the company that is considered the leader of the category is the one that will capture most of the profits in that category.” - Josh

  • “Whoever is number one, they are going to do something that every number one does, which is sell the category.” - Josh

About the speaker

Josh Lowman

Gold Front

 - Gold Front

Josh is a partner and creative director at Gold Front. They help founders and marketing leaders create story-driven brands.

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