LinkedIn asked me what are some innovative strategies for creating new categories for your brand?

As a general rule, there’s only one. And it’s not that innovative.

First, don’t consider extending your brand into any new category until you are preeminent in the one you’re in now… ‘Here’.

Then, only pick a new category where the exact thing your brand is famous and valued for in the first category, resonates just as strongly in the new one… ‘There’.

That’s about it.

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