{"id":6706,"date":"2024-04-11T17:02:29","date_gmt":"2024-04-11T21:02:29","guid":{"rendered":"https:\/\/www.eaucube.com\/?post_type=insights&p=6706"},"modified":"2026-04-21T22:19:35","modified_gmt":"2026-04-22T02:19:35","slug":"what-is-the-role-of-category-design-in-positioning","status":"publish","type":"insights","link":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/","title":{"rendered":"What is the role of category design in positioning?"},"content":{"rendered":"\n
\"What<\/figure>\n\n\n\n
\n
\n
\"Branding<\/a><\/figure>\n\n\n\n

To learn more about Category Design, download our eBook<\/a>.<\/p>\n<\/div><\/div>\n\n\n\n

\n

Category design is the art of creating a new market category<\/strong><\/strong><\/strong><\/h4>\n\n\n\n

To create a new category is an audacious move. It’s the opposite of following the crowd. And, most of all, it\u2019s not for everyone.<\/strong> It takes creativity to invent a whole new market space. To change the game. To make what came before seem obsolete. It\u2019s a ruler-takes-all strategy that removes you from the \u201cbetter\u201d and \u201cprice\u201d wars, setting you in a different space that is all your own.<\/p>\n\n\n\n

<\/p>\n\n\n\n

It\u2019s about changing the way people think and inciting them to make a choice by evoking something different from what came before\u2014and not just better. It\u2019s about conditioning your customers\u2019 brains to truly see the problem and your solution as the only answer. It takes time, patience, and resources.<\/p>\n\n\n\n

<\/p>\n\n\n\n

That’s why it’s often easier to niche down and use an existing category to create an entirely new sub-space.<\/p>\n\n\n\n

Niching down<\/strong><\/strong><\/strong><\/h4>\n\n\n\n

By piggybacking on an existing category, you can capitalize on the advantages of category creation\u2014all while limiting the associated risks, resources, and time. This strategy is especially effective in B2B.  By niching down, you keep people in a zone they already understand and are comfortable with. However, you focus on solving a specific problem that caters to a smaller audience with a unique and specific need. The more precise the niche category, the easier for people to identify with the problem.<\/p>\n\n\n\n

<\/p>\n\n\n\n

There are two ways to do this: you can either solve a new problem that has recently emerged in an existing category or bring a new approach to solving an old problem\u2014an approach so distinctive that there is no room for comparisons.<\/p>\n\n\n\n

Unlocking your competitive edge<\/strong><\/strong><\/strong><\/h4>\n\n\n\n

Defining your market category is at the core of your positioning. In B2B, there is no buying intent until people identify a problem. This means that every purchasing decision people make is linked first to a category.<\/p>\n\n\n\n

<\/p>\n\n\n\n

At eau3<\/sup>, we can help you define your category and position your brand in a way that will set your business apart. Whether you are just starting out or are an established company, the power of positioning can help you stand out in the crowd and drive growth for years to come.<\/p>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n

\n
<\/div><\/div>\n\n\n\n
<\/div><\/div>\n<\/div><\/div>\n","protected":false},"author":6,"featured_media":6712,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"ghostkit_customizer_options":"","ghostkit_custom_css":"","ghostkit_custom_js_head":"","ghostkit_custom_js_foot":"","ghostkit_typography":""},"insights_themes":[154,165,162],"class_list":["post-6706","insights","type-insights","status-publish","has-post-thumbnail","hentry","insights_themes-brand-identity","insights_themes-brand-strategy","insights_themes-rebranding"],"acf":[],"yoast_head":"\nWhat is the role of category design in positioning? | eau\u00b3<\/title>\n<meta name=\"description\" content=\"What is the role of category design in positioning? | B2B Branding + Marketing Agency\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is the role of category design in positioning?\" \/>\n<meta property=\"og:description\" content=\"What is the role of category design in positioning? | B2B Branding + Marketing Agency\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/\" \/>\n<meta property=\"og:site_name\" content=\"eau\u00b3 \/\/ Branding + Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/eau3agence\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-22T02:19:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.eaucube.com\/wp-content\/uploads\/2024\/04\/What-is-the-role-of-category-design-in-positioning_730x400-1.png?wsr\" \/>\n\t<meta property=\"og:image:width\" content=\"730\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@eau3\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<meta name=\"geo.placename\" content=\"Montr\u00e9al\" \/>\n<meta name=\"geo.position\" content=\"45.476147062331066;-73.57892066279877\" \/>\n<meta name=\"geo.region\" content=\"Canada\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"What is the role of category design in positioning? | eau\u00b3","description":"What is the role of category design in positioning? | B2B Branding + Marketing Agency","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/","og_locale":"en_US","og_type":"article","og_title":"What is the role of category design in positioning?","og_description":"What is the role of category design in positioning? | B2B Branding + Marketing Agency","og_url":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/","og_site_name":"eau\u00b3 \/\/ Branding + Marketing","article_publisher":"https:\/\/www.facebook.com\/eau3agence","article_modified_time":"2026-04-22T02:19:35+00:00","og_image":[{"width":730,"height":400,"url":"https:\/\/www.eaucube.com\/wp-content\/uploads\/2024\/04\/What-is-the-role-of-category-design-in-positioning_730x400-1.png?wsr","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_site":"@eau3","twitter_misc":{"Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/","url":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/","name":"What is the role of category design in positioning? | eau\u00b3","isPartOf":{"@id":"https:\/\/www.eaucube.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/#primaryimage"},"image":{"@id":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/#primaryimage"},"thumbnailUrl":"https:\/\/www.eaucube.com\/wp-content\/uploads\/2024\/04\/What-is-the-role-of-category-design-in-positioning_730x400-1.png?wsr","datePublished":"2024-04-11T21:02:29+00:00","dateModified":"2026-04-22T02:19:35+00:00","description":"What is the role of category design in positioning? | B2B Branding + Marketing Agency","breadcrumb":{"@id":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/#breadcrumb"},"inLanguage":"en-CA","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/"]}]},{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/#primaryimage","url":"https:\/\/www.eaucube.com\/wp-content\/uploads\/2024\/04\/What-is-the-role-of-category-design-in-positioning_730x400-1.png?wsr","contentUrl":"https:\/\/www.eaucube.com\/wp-content\/uploads\/2024\/04\/What-is-the-role-of-category-design-in-positioning_730x400-1.png?wsr","width":730,"height":400,"caption":"Quel est le r\u00f4le du category design dans une strat\u00e9gie de positionnement ?"},{"@type":"BreadcrumbList","@id":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"B2B Branding Marketing Agency","item":"https:\/\/www.eaucube.com\/en\/"},{"@type":"ListItem","position":2,"name":"Brand identity","item":"https:\/\/www.eaucube.com\/en\/themes\/brand-identity\/"},{"@type":"ListItem","position":3,"name":"What is the role of category design in positioning?"}]},{"@type":"WebSite","@id":"https:\/\/www.eaucube.com\/en\/#website","url":"https:\/\/www.eaucube.com\/en\/","name":"eau\u00b3 \/\/ Branding + Marketing","description":"","publisher":{"@id":"https:\/\/www.eaucube.com\/en\/#organization"},"alternateName":"eau\u00b3","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.eaucube.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-CA"},{"@type":["Organization","Place","ProfessionalService"],"@id":"https:\/\/www.eaucube.com\/en\/#organization","name":"eau\u00b3","alternateName":"eau\u00b3 \/\/ Branding + Marketing","url":"https:\/\/www.eaucube.com\/en\/","logo":{"@id":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/#local-main-organization-logo"},"image":{"@id":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/#local-main-organization-logo"},"sameAs":["https:\/\/www.facebook.com\/eau3agence","https:\/\/x.com\/eau3","https:\/\/mastodon.social\/@eau3","https:\/\/www.instagram.com\/eau3\/","https:\/\/www.linkedin.com\/company\/eau-branding-marketing-advertising\/","https:\/\/www.threads.net\/@eau3","https:\/\/www.behance.net\/eau3","https:\/\/myspace.com\/eaucube","https:\/\/bsky.app\/profile\/eaucube.com","https:\/\/www.pinterest.ca\/eaucube\/","https:\/\/www.youtube.com\/@eau3"],"description":"eau\u00b3 is a highly efficient boutique B2B branding and marketing agency that combines the creativity of a marketing agency with the expertise of a consulting firm.\u200b Strategists, copywriters, and visual artists, we\u2019ve been helping companies across industries shape their identity and stand out for over 20 years.\u200b","legalName":"eau3 inc.","foundingDate":"2005-10-15","duns":"243740656","naics":"541613","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"1","maxValue":"10"},"publishingPrinciples":"https:\/\/www.eaucube.com\/confidentialite\/","actionableFeedbackPolicy":"https:\/\/www.eaucube.com\/confidentialite\/","correctionsPolicy":"https:\/\/www.eaucube.com\/confidentialite\/","ethicsPolicy":"https:\/\/www.eaucube.com\/confidentialite\/","address":{"@id":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/#local-main-place-address"},"geo":{"@type":"GeoCoordinates","latitude":"45.476147062331066","longitude":"-73.57892066279877"},"telephone":["+1.514.272.0303"],"openingHoursSpecification":[{"@type":"OpeningHoursSpecification","dayOfWeek":["Monday","Tuesday","Wednesday","Thursday","Friday"],"opens":"09:00","closes":"17:00"},{"@type":"OpeningHoursSpecification","dayOfWeek":["Saturday","Sunday"],"opens":"00:00","closes":"00:00"}],"email":"contact@eaucube.com","vatID":"144777240RT0001","taxID":"1202176191TQ0001"},{"@type":"PostalAddress","@id":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/#local-main-place-address","streetAddress":"3970, rue Saint-Ambroise, Bureau 030","addressLocality":"Montr\u00e9al","postalCode":"H4C 2C7","addressRegion":"QC","addressCountry":"CA"},{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/www.eaucube.com\/en\/insights\/what-is-the-role-of-category-design-in-positioning\/#local-main-organization-logo","url":"https:\/\/www.eaucube.com\/wp-content\/uploads\/2025\/02\/eau3_696.jpg?wsr","contentUrl":"https:\/\/www.eaucube.com\/wp-content\/uploads\/2025\/02\/eau3_696.jpg?wsr","width":696,"height":696,"caption":"eau\u00b3"}]},"geo.placename":"Montr\u00e9al","geo.position":{"lat":"45.476147062331066","long":"-73.57892066279877"},"geo.region":"Canada"},"_links":{"self":[{"href":"https:\/\/www.eaucube.com\/en\/wp-json\/wp\/v2\/insights\/6706","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.eaucube.com\/en\/wp-json\/wp\/v2\/insights"}],"about":[{"href":"https:\/\/www.eaucube.com\/en\/wp-json\/wp\/v2\/types\/insights"}],"author":[{"embeddable":true,"href":"https:\/\/www.eaucube.com\/en\/wp-json\/wp\/v2\/users\/6"}],"version-history":[{"count":2,"href":"https:\/\/www.eaucube.com\/en\/wp-json\/wp\/v2\/insights\/6706\/revisions"}],"predecessor-version":[{"id":12124,"href":"https:\/\/www.eaucube.com\/en\/wp-json\/wp\/v2\/insights\/6706\/revisions\/12124"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.eaucube.com\/en\/wp-json\/wp\/v2\/media\/6712"}],"wp:attachment":[{"href":"https:\/\/www.eaucube.com\/en\/wp-json\/wp\/v2\/media?parent=6706"}],"wp:term":[{"taxonomy":"insights_themes","embeddable":true,"href":"https:\/\/www.eaucube.com\/en\/wp-json\/wp\/v2\/insights_themes?post=6706"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}