Product: Knowledge

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.

Video is a cool medium: the audience is passive. They feel what - more or less - what they're shown to feel. But emotions aren’t the most effective way to market your new product. In fact, Stephanie Testa thinks the focus should be on authenticity.

Stephanie Testa started out as a film and media student with a passion for documentaries. She works as a technical consultant on documentaries until forming Firelight Studio -  a New York City production facility focusing on branded entertainment and product videos.

Firelight Studio: https://firelightstudio.com
Graphos Product: https://www.graphosproduct.com

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

Graphos Product: https://www.graphosproduct.com

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

Graphos Product: https://www.graphosproduct.com

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

Graphos Product: https://www.graphosproduct.com

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

Graphos Product: https://www.graphosproduct.com

Bryn, Laurier, and Andreas discuss ideas from the classic book, “Crossing The Chasm: Marketing and Selling Disruptive Products to Mainstream Customers” by Geoffrey A. Moore. Until Moore’s book codified and revolutionized how marketers think and talk about product marketing, a “customer” was perceived as anyone who might potentially buy a product. But there are vastly different optimum buyer types at different times in a product marketing life cycle, and understanding them is pivotal to developing a successful launch strategy. “The Chasm” is the yawning product marketing gap between Early Adopters and the Early Majority, whose buying choices are guided by entirely separate references. That means brands must think about their segmentation strategy as a phased approach to building momentum. How do you target the right early adopters to secure beachheads to the much larger Early Majority? That’s what we explore. The book: www.amazon.ca/Crossing-Chasm-Marketing-Disruptive-Mainstream/dp/0060517123

Graphos Product: https://graphosproduct.com

Life in the information age has transformed what we mean by "products." A product used to be anything you could taste/touch/feel. Today, information about a products is just as, or more valuable, than the product itself. Securities laws and Intellectual Property (IP) law are all about the legal protection of information. Episode 7 puts a spotlight on IP. Intellectual Property is Erika Murray's speciality. As a a lawyer, a professor, executive, innovator, and tech startup founder she's an expert on IP related issues. She holds a law degree as well as a PhD in Chemical engineering. Erika Murray is the Director of Innovation and IP Services at PCK Intellectual property in Toronto - PCK is one of North America's leading IP firms that services large multi-national companies, small to medium enterprises, and start-ups. Graphos CEO Laurier Mandin and Andreas Schwabe talk with Erika about what businesses need to know about Intellectual Property.

PCK Intellectual Property https://www.pckip.com

Graphos Product: https://www.graphosproduct.com

Haagen Dazs and Doritos are made-up words, meant to sound Norwegian and Spanish. Your own name is the sweetest sound you've ever heard. But what would have happened had Jeff Bezos given Amazon his preferred name: Cadabra (as in Abracadabra)? What if Starbucks had used its first choice: Cargo House? Names can be a boon or a bust. Laurier Mandin and Andreas Schwabe talk with Bryn Griffiths about brand names, how to do it—and what you must know to nail yours and avoid a branding blunder.

Graphos Product: https://www.graphosproduct.com

Obsession brands are everyone's standout favourite. Consumers will pay more, wait in line, or travel out of their way to get the brands they're obsessed with. But what's really so special about one brand versus another? Why do consumers flock to one product, and ignore nearly identical competitors? Bryn Griffiths talks with product marketing expert Laurier Mandin about how to make obsession branding work for your product.

Graphos Product: https://www.graphosproduct.com

Welcome to Episode 1 of Product: Knowledge is an introduction to Product Marketing, which isn't just marketing products. Graphos specializes in Product Marketing - which takes businesses from product development, market research, and consumer engagement. Host Bryn Griffiths talks with Laurier Mandin, CEO and Principal of Graphos, and Andreas Schwabe, Graphos' director of Media Services to talk about everything the podcast will cover. Get in on the ground floor of Product Marketing with Product: Knowledge.

Graphos Product: https://www.graphosproduct.com