Ian Ginsberg, president, CO Bigelow 01.05.15
These days it’s so difficult to cut though the noise, so it’s hard to say what one thing we look for…it’s almost like we know it when we see it. Having said that, we are story tellers and it is so important for us to offer brands that our customers can connect with emotionally. A great brand is a story well told and one that constantly evolves.
Of course we all want brands to offer a point of difference, solve a problem, or enter a conversation that’s already taking place, but to build a brand in a meaningful way, there has to be enough substance to build that emotional connection. Packaging also plays a role in the store’s environment and on the web. You can have the greatest product in the world with the greatest story but if no one notices… It is why I follow the 3 Ps…Product…Package…Positioning.
As far as trends in materials, Ginsberg says, I am seeing a lot more vintage whether the brand has heritage or not. It’s funny while brands definitely want to do their part for the environment and be mindful of over packaging, we are seeing a push for more luxury in packaging. As I mentioned earlier, it is hard to cut through, and packaging is part of the 3 Ps, so there is a balance that must be met.
For those developing new collections, he advises the following:
- Know your customer or know who you want your customer to be. Know as much as you can about them. When we ask a brand who their target customer is the answer should never be “everyone.”
- Know who (what retailer) you are going to sell to. Once you define your customer you should also know where ideally you want to sell the product. This will help you a great deal with your marketing strategy and will help a great deal when you pitch the retailers.
- Customers don’t want to spend a lot of time thinking when they’re shopping. Make sure your story and position is clear and concise. The old adage told many ways is make sure you can pass the “so what” test. If you can’t tell me in one or two sentences what makes your product or brand interesting, you’re not only boring me, you’re boring yourself.