Category Strategy
Category Strategy is business strategy. It's a framework to establish (and later: defend) your market position as profitable and dominant. Category Strategy is the foundation for long-term market leadership and commercial success.
What it's not
Category Strategy is not marketing strategy, which is a way of connecting emotionally with your customers. Everything that revolves around that, like visual identity (such as logos, colors, style of imagery), your company's values, taglines and slogans, even tone of voice of your communication, is part of marketing strategy.It is also not positioning, which is a way of separating your product or service from potential alternatives.
remember:
Strategy is where you want to go
Tactics is how you get there
Marketing and positioning are tactical steps to execute category strategy.
(And yes, each of these can include strategies and then tactics of their own.)
