Launching a new category? Category design is a bold and strategic move for businesses that are poised to reframe and redefine how markets think - creating entirely new approaches to previously unsolved challenges and needs.
At Resound, we help amplify and accelerate category design through PR and brand communication that reaches the right audiences—buyers, users, analysts, media, and investors. Category design is more than just a rebrand - and to be successful, it requires a long-term approach to building awareness and credibility around category messaging and market positioning.
Resound works hand-in-hand with leading category design firms to:
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From early-stage startups to growth-stage standouts, we’ve helped companies across industries earn headlines.
"In Resound I’ve found a trusted partner who surpasses expectations telling our story to and through the media. No other firm aligned as closely with our goals, and it shows in the team’s results more than a decade on."
Businesses typically pursue category creation when:
If your strategy is set but your category still needs a spotlight, we’re here to help.
Just starting the category design process? Check out our trusted partner, Category Design Advisors - the pioneers of category design.
We’ve helped clients in both B2B and B2C spaces build and own the language around their category, with campaigns that establish industry leadership, increase competitive share of voice, and in many cases, facilitate strong exits.
Defined ‘Workforce Housing on Demand’ with a tech-forward solution for short-term housing rentals, leading to an acquisition by Blueground.
Resound bolstered authority and visibility by positioning the brand and CEO for national trends commentary, thought leadership in industry and vertical trades, local press coverage, and corporate awards. By clearly establishing category leadership through PR, Resound helped position Travelers Haven for a successful acquisition.
Introduced the ‘Time Intelligence’ category to reposition time tracking as a strategic workforce asset, leading to an acquisition by Deltek.
Resound helped Replicon launch its category messaging to the market, then reinforce category leadership over the long-term. Our earned media strategy included regular promotion of news and milestones, a steady cadence of thought leadership, and ongoing industry validation through analysts and awards.
Created ‘FactoryOps’ to bring AI to the manufacturing factory floor at scale, generating nearly $40M in funding to date.
Resound announced Guidewheel’s category launch with a rebrand and funding news to capture the attention of major tech and trade press. The ongoing strategy continually reinforced category positioning, keeping the brand front and center with consistent coverage around key insights, commentary, and thought leadership.
Whether you’re naming a new space, articulating a big idea, or shifting how people perceive your industry, Resound can help you get there. We’ll help clarify your vision, build the language around it, and create the momentum to own your category.
Resound has never done things the traditional way. We built our agency helping small brands and startups win land grabs against huge competitors in the workplace & HR tech space - then had major brands hire us to get them the same hustle and results.
We've had to be authentic, scrappy, and creative from day one. Being flexible and forward thinking is in our DNA. It's why our press contacts trust us - and look forward to our thoughtful outreach and personalized approach.
And it's why brands both large and small flock to Resound when other agencies fall short.
We're a certified woman-owned agency that works with B2B and consumer brands that change how we live, work, and play.
We've spent more than 20 years helping companies at every stage of business build credibility and visibility through PR.
Our unique approach throws out the rule book, puts creativity and hustle first, and identifies the best strategies for your unique business goals - blending traditional with digital, earned with paid, media with influencers, and more.
From mainstream consumer & business media to tech, vertical, and key trades, we know what it takes to get brands noticed.