OPERATORS E017: How Do You Build Brand Equity? A Deep Dive Special With The Operators.
11 snips
Aug 16, 2023 Trade show booth laughter fuels brand motivation. HexClad's successful brand building and growth. TAM size and the importance of a functional product. Great brands start with superior functional improvement. Investing in functional over fashion. Consistency is key in building a brand. HexClad redefines and dominates its category. Spend less, increase sales. Starting a business in an industry with low scores. Elon Musk's strategy of buying social media network for leverage. Different opinions on brand with a few exceptions. Infer, Lomi, and embracing disagreement.
AI Snips
Chapters
Transcript
Episode notes
Trade-Show Humiliation Sparked Brand Focus
- Mike recounts a trade-show where competitors laughed at their DIY booth and it became a chip on his shoulder.
- That moment shifted focus from selling bottles to building a true brand with equity.
Product First, Then Brand Execution
- Jason says HexClad became a brand by combining a standout product with relentless execution across many initiatives.
- Influencer marketing amplified HexClad only because the product genuinely impressed customers.
Don't Build Brand Without Great Product
- Do not try to build a brand before you have an excellent product.
- Invest first in product quality before spending on branding or aesthetics.