Cheat Code: Steal a playbook, own a category
In the first instalment of this fortnightly content series, Dan Monheit, CEO of Hardhat, says instead of staying put in their own category lane, brands should look toward other categories successfully reaching their target market, and borrow (or just plain steal) their playbook.
Every category has a playbook. Washing powders focus on stain removal, are mainly advertised on TV, and target busy mums. Meal kit services focus on offering variety, advertising on social media and targeting SINKS and DINKS. Deodorant brands focus on long-lasting performance, advertise during sport and target young, active men.
It’s an unwritten but widely understood philosophy of ‘the way things are done around here’. Category playbooks, typically, are developed by well-established market leaders and set the tone for everything from packaging materials and pricing strategies to distribution channels, advertising messages, media splits and customer service levels.
Genius, thanks for sharing Dan, I just want to binge on these cheat codes, let’s do it daily, can’t get enough!