Q&A: Creating Your Own Mediabrand

Josh answers listener questions about category creation. 

• How does Andy Raskin's idea of "the old way vs. the new way," when creating a strategic narrative, relate to category?
• There's a lot of chatter about companies creating their own media brands. Will this replace category creation? How do you see those two things working together? 
• My company is SEO crazy, but how do you do SEO for a category that doesn't exist yet?

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