Your Category Is No Longer Black and White: The Power of Defining Where You Play

Brands invest lots of time and effort in understanding their purpose, defining their values, designing visual identities and pinpointing target audiences, but very few companies stop to contemplate a much more basic question: which category are we in? 🤔

In recent article for Little Black Book, Milan Kendall Shah, Senior Strategist at Wolff Olins, explores the importance of category definition.

Read the article here.