How To Break Into a Saturated Category and Take Over

In this episode, Alex and Tatum discuss how: • brands can break into saturated categories • fitness starts top down with athletes as the main focus • brand archetypes are key to attracting the right audience • to world build within a category Perfect episode for the brand builders.Chapters: 0:00 Intro0:33 How Do You Break Into Elite Fitness?5:27 Partnering With Legacy Brands to Build Credibility6:52 How TYR Blitzed the CrossFit Games13:35 Land & Expand: Dominate One Category Then Grow15:17 Launch With a Hero Product, Not a Full Line18:44 Why Brand Voice Has to Be Dialed From Day One20:25 Building Tone of Voice Through Dichotomous Traits23:04 The D&D Moral Alignment Chart for Brands26:49 Breaking Into a New Category Through Dedicated Accounts