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October 11, 2004

News & Opinion: The Idea

By: Dylan Schleicher @ 3:41 PM – Filed under: Marketing & Sales

Over the years, one of our key branding concepts has been Create a new category you can be first in. For example, Red Bull was the first energy drink. Starbucks, the first high-end coffee shop. BlackBerry, the first wireless email.
For at least a dozen years, however, the business media have been filled with stories about convergence. Categories would be coming together. Television with computers, for example. Companies, especially in the high-tech industries were spending billions of dollars trying to accomplish this with very little success.
In studying history, we found that the opposite was true. Categories did not converge; they diverged. The mainframe computer, for example did not converge with any other category. It diverged, creating endless opportunities to build new brands. Apple, Dell, Compaq, Microsoft, Intel, etc.
We felt this was an important story to tell marketers everywhere.

About Dylan Schleicher


Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.