‘Category Of One’ Brand

“Category of One” brands tend to be exceptionally successful. A brand that finds itself in a crowded market with too many competitors and too few viable positions would do well to reframe its business so that it becomes a “category of one” brand within the new frame of reference. So rather than being one of many brands in the consideration set with few meaningful points of difference, the brand becomes the only alternative within a new category. Many brands have successfully accomplished this.

The Blake Project offers a highly strategic full day workshop in which clients explore alternative category definitions, competitive frames of reference and preemptive brand positions to discover a potential “category of one” brand position. This highly facilitated workshop is preceded by stakeholder research. Its output is a recommended “category of one” brand position, which serves as a guide in strategic decision making, marketing strategy and communications.