Laura Modi: evaluation

Transcript context

…Okay, so going back to my question about brand, basically I just want to understand what have you learned about building a brand and when do you think it is important to invest there? I mean, it all depends on what your product is, but the first thing I've learned about it is you have to build a brand that connects with what your customers are going through, and the experience. I once had someone say to me, "Think about who your customer is and that one customer, the exact person, is going to wake up tomorrow morning and there's going to be three things that are just playing on them in the back of their mind, the things that keep them up at night. And if you are not solving for one of those, then you're going to be finding a way to build a brand and to get in the way of that, get in the way of their mindset, have them remember who you are or what you're about." And it was very clear to us that everything, from who our brand was, what it stood for, the positioning, needed to be something that parents were really finding as a struggle in that first year in feeding. So you see it in our messaging, you see it in our creative. I have no desire to bombard people with something that isn't part of those top three things that they're experiencing. Otherwise, we will have companies out there and brands out there being loud for no reason. And I think that's continued to help us in every time we have to reframe or relaunch something, to keep remembering what do they care about, let's build a brand for them. I really like that. That is such a good reminder of just, you are not going to convince someone they have a problem unless you're just spending endless money hammering into their head there's a new problem you have. If you connect to something they already know is a problem and just make it clear this is a solution to a problem, life gets a lot easier.…

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