Branding is not about invention, it’s about ownership.

You can invent the greatest consumer product in the world. It can solve an important problem, look beautiful, and work flawlessly. And it can tank miserably, or even be mowed down by an inferior competitor who succeeds in owning the market. Graphos Principal and CEO Laurier Mandin breaks down Apple, Volvo, and Danone, and how the brands managed to dominate simplicity, safety, and healthy living.

Read by Andreas Schwabe

10. Own It! Powerful Lessons from Three Great Brands

The Graphos Blogcast is a spoken word version of "The Creative Brief" blog by Graphos, available at http://blog.graphos.ca - Blogs cover issues and angles around product marketing, go-to-market branding, and everything related to making your product and business a success.

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Video, at least television, has been around for a long time. Commercials and product demos have been around forever. So why are we talking about video as though it’s something new and mysterious? We’re talking about video because digital marketing adds complexity and sharability. We talk with Stephanie Testa

Videos That Sell Products, With Stephanie Testa

If you’re preparing to launch a new product—or have ever relished the experience of removing one from its packaging—this episode is for you. The popularity of “unboxing” is just one illustration of how important product packaging has become. Packaging is no longer merely to “protect, deliver and entice;” but a highly experiential differentiating opportunity for smart product brands. Guest Dave Hopkins is a packaging advisor who believes great packaging aims to surprise and delight consumers—which translates into a sales and brand-building advantage.

Graphos Product: http://graphosproduct.com

Dave Hopkins’ "Quickie Podcast - Interviews for Graphic Designers"  

iTunes: https://podcasts.apple.com/ca/podcast/the-quickie-interviews-for-graphic-designers/id1463743075

Spotify: https://open.spotify.com/show/6cX7gO7xbN2x2UKkZtVBQd?si=bRaCyjCTQt2szdswKXP_bA

Surprise & Delight: How Packaging Can Be Your Competitive Advantage with Dave Hopkins

Filip Valica is a mechanical engineer who has worked for large corporations and as founder of The Product Startup has coached numerous product brands through his development and launch process, a comprehensive view of the product lifecycle that begins with an original idea and culminates with sales. In this episode, he describes how product design extends into every stage, and why each is important.

Filip Valica’s The Product Startup website: 
https://theproductstartup.com

The Product Startup Podcast: 
https://podcasts.apple.com/ca/podcast/product-startup-product-development-for-small-business/id1091774526

The Complete Product Development Cycle, with Filip Valica

Part 1 of 2: Alan Klement wrote "When Coffee and Kale Compete: Become great at making products people will buy." The book provides a new way of thinking about your business: people don't buy your product for features, they hire your product to do a job: to make their life better.

Klement's "Jobs to Be Done" (JTBD) idea is game-changing, transforming how product marketers approach and understand products and customers. 

Klement’s perspective on “Jobs to Be Done” (JTBD) is game-changing, transforming how product marketers approach and understand products and customers.

Book: http://www.whencoffeeandkalecompete.com
Twitter: @alanklement
Jobs to Be Done Website: https://jtbd.info

Why People Buy - Part 1 - JTBD for innovative products with Alan Klement

Part 2 of 2: Alan Klement wrote "When Coffee and Kale Compete: Become great at making products people will buy." The book provides a new way of thinking about your business: people don't buy your product for features, they hire your product to do a job: to make their life better.

Klement’s perspective on “Jobs to Be Done” (JTBD) is game-changing, transforming how product marketers approach and understand products and customers.

Episode 1: What is "Jobs to be done" theory?
Episode 2: A deeper dive: how to apply JTBD to your business.

Book: http://www.whencoffeeandkalecompete.com
Twitter: @alanklement
Jobs to Be Done Website: https://jtbd.info

10. Own It! Powerful Lessons from Three Great Brands

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