Category Strategies

I have worked in a wide variety of industries and have always asked the question - 'Do you have a category strategy?'. Inevitably the answer is Yes. However I have never seen a consistent approach to category strategies and CIPS have a very loose opinion as to what is a standardised template for this. Can I please have the thoughts of my network as to what should be included in a 'Best in Class' Category Strategy? Any templates are also greatly appreciated.