Category markets

Creating a New Market? Consider Making Your Own Lightning!

In the book Play Bigger, the authors use the language of the “lightning strike.” From a marketing and PR perspective, lightning strikes are part of the process of category design, a strategy that “focuses on creating a new marketing category,…

Flagging Stock Price? Remember These PR Strategies.

The continued run-up of the stock market has been impressive, particularly so given the coronavirus-driven recession. But investors continue to go deep into the market. At this point, some are suggesting that there’s no top to the market’s potential, and…