Conquer New Categories by Leveraging Your Brand (Office Hours)

In this episode of Office Hours, Dennis Yu gets together with Elias Ellefsen, a human performance athletic coach and entrepreneur. Eli launched a new product that has yet to hit the mainstream. He’s facing all the challenges that businesses often face when launching a new product, especially in a different category. Here, they discuss the challenges of launching a new product in a category that you’re not known for. Dennis uses the campaign that he designed for Starbucks to show you how it can be done.

About Instructor


Former search engine engineer, host of the Coach Yu podcast, digital marketing consultant, creator of jobs.

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