The Big Brand Lie: How Categories Make Brands & Why Brand Marketers Never Believe It

By Category Pirates

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Have you ever met someone who's been drafted into a cult?

Category Pirates-Christopher Lochhead, Eddie Yoon, and Nicolas Cole-see a meaning

• Language: English
• Publisher: Nicolas Mather
• Release date: Sep 23, 2021
• ISBN: 9781737904809

Book preview

Category Pirates

The Big Brand Lie

How Categories Make Brands & Why Brand Marketers Never Believe It

First published by Category Pirates 2021

Copyright © 2021 by Category Pirates

All rights reserved. No part of this publication may be reproduced, stored or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise without written permission from the publisher. It is illegal to copy this book, post it to a website, or distribute it by any other means without permission.

Category Pirates asserts the moral right to be identified as the author of this work.

Category Pirates has no responsibility for the persistence or accuracy of URLs for external or third-party Internet Websites referred to in this publication and does not guarantee that any content on such Websites is, or will remain, accurate or appropriate.

Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book and on its cover are trade names, service marks, trademarks and registered trademarks of their respective owners. The publishers and the book are not associated with any product or vendor mentioned in this book. None of the companies referenced within the book have endorsed the book.

First edition

ISBN: 978-1-7379048-0-9

Narration by Eddie Yoon

Narration by Nicolas Cole

Narration by Christopher Lochhead

This book was professionally typeset on Reedsy

Find out more at reedsy.com

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Contents

Meet The Pirates

What Other Pirates Have To Say

Introduction

1. How The Brand Cult Began

2. The Definition Of Branding

3. Your New Role As CMO: Prepare 3 Envelopes

4. The Role Brands Should Play In Category Design

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Meet The Pirates

What is Category Pirates?

Category Pirates is the authority on Category Creation and Category Design.

Every Wednesday (ish), we publish a mini-book for the radically different—who want to see, design, and dominate categories of consequence.

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