Key Trends in Category Creation

At Dynamic Signal, we created the employee engagement platform category with the help of Zoom Marketing. Through a research based approach including interviews and focus groups, Zoom Marketing has worked with many leading technology and biotechnology brands. Below, I outline some of the pros and cons to creating a category rather than disrupting one. At Bloomreach, we started with Category Creation, but the company thrived when it pivoted to Category Disruption. Adify, Firefly, Dynamic Signal and WorkBoard are all category creators. Unquestionably, every company needs a clear and differentiated positioning statement. Zoom Marketing shared the trends and leading companies they’ve seen in 2022 and it’s worth the quick read.