Brand as the Hub of Your Go-To-Market Approach

Apr 2, 2024

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This episode features an interview with John Solomon, CMO at Therabody, the wellness tech pioneer that brought us the Theragun, among other products that optimize human performance and unlock the body's natural ability to achieve health and well-being.

In this episode, John shares his strategy to overcome the “Kleenex problem”and dives into how they prioritize the entry point to their brand. He also talks about how he structures his team with the brand at the center to avoid silos and strengthen their go-to market strategy.

Key Takeaways:

Focus on the product that serves as the entry to your brand to get customers into your ecosystem.
Distinctive brand assets are essential and need to be protected, especially for companies facing the “Kleenex problem”, when their product name becomes synonymous with the product and less associated with the company brand.
Structuring your brand team at the center of the marketing function helps avoid siloes and strengthens your go-to-market strategy.

Quote:

I'm a big believer that your kind of brand team has to sit in the middle. It's the hub of your going to market approach, right? And so I have the brand team really thinking about it in those three areas that I talked to you about before, the performance, wellness, and beauty. And then we have specific brand managers that really think about specific audiences. But that's who's driving the integrated process. That’s who is bringing the functions together, saying, hey, we're launching this product, or, hey, we got Mother's Day, or, hey, this week we have sleep week. And then bringing together what's influencer, what's PR, what's the site, what's email, what's media, what all of those teams are doing to drive that integrated process.

So that's what I'm a really big believer in and how you structure things. Or else it becomes really siloed. It becomes fragmented. You have one team going over there shooting that content. Another team going over there doing that and it oesn't hang together. It's not bigger. It's not like 1 plus 1 equals 4 or 5.

Episode Timestamps:

*(13:19) The Trust Tree: Addressing the “Kleenex problem”

*(34:27) The Playbook: Capturing attention through television

*(45:03) Quick Hits: John’s Quick Hits

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