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Fru Pintér, branding expert, talks about Creating a New Category to Market Your Brand.

Creating Unique Branding Categories

Mary welcomed Frupinter for a discussion on creating unique categories for branding. Frupinter explained that many businesses have innovative ideas that don't fit traditional branding strategies, thus necessitating the creation of new categories. She shared two examples of services that required new categories, one combining dancing and knowledge management, and the other a food innovation that doesn't fit existing buckets. Frupinter also offered a branding tip for st ...