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DTC POD: How The Best Brands Are Built

DTC POD: How The Best Brands Are Built

Business:Marketing

#231 - Vasa Martinez: Product Positioning & Brand Building 101

#231 - Vasa Martinez: Product Positioning & Brand Building 101

2022-10-11
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On this episode of the pod, Vasa joins Blaine & Ramon to talk about how brand building and product positioning. They also cover topics including creative direction, the role of content in growth initiatives, how to nail a creative brief, how to design content for different parts of the marketing funnel, learnings from working with some of the top brands in CPG, and much more.


 

5:05

It started with content creation and the why behind content creation. I like to say, content within context, something along those lines. You can't just post pictures of your product. It's gotta balance information and entertainment and a bunch of other things. And there has to be a goal behind it. And it's not just like a shot in the dark, let's go viral type thing, which a lot of founders kind of think can happen, especially that don't have the, um, experience in CPG or in marketing in general.


10:30

But I think where people fail is in the creative creative brief process. So part of a creative brief is where is it going, the exhibition of it. But they don't really like chime into what problem are we solving, what's the goal? And most importantly, what part of the funnel are we in? So from a creative perspective, if you're running certain ads, top funnel, middle funnel and bottom funnel, you're saying different things. The top funnel might be a, this is why we exist, here's some cool things about our product, this is a problem we solve. You might be saying different things down further in the funnel.


15:00

 I speak always in the lens of food and beverage and for me the foundational element of creativity is how do you set up your positioning statement To me that is the Rosetta Stone of any brand. And there is a positive correlation between brands that know that like the back of their hand and how well they do and the brands that are figuring it. Like everyone's figuring it out. I figured it out for a period of time for Perfy, but the faster you can get to that, there it is, the better chance of success that you have.

 

This episode is brought to you by OpenStore:
 

Visit https://open.store to get a free, no-obligation offer for your e-commerce business from OpenStore in 24 hours.
 

Have any questions about the show or topics you'd like us to explore further?
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Vasa Martinez - Founder & CEO of Perfy
Ramon Berrios - CEO of Trend.io
Blaine Bolus - Co-Founder of Seated

view more

More Episodes

#179 - David Gaylord: Building Bushbalm with Shopify’s Merchant In Residence
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#178 - Shaun Brandt, Oddit: Conversion As A Service. Optimize DTC Like A PM
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#177 - Matt Mullenax, Huron: Round 2: A+ Body Care for Guys Everywhere
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#176 - Kal Freese, Taika: Future of DTC, intersection of Web3 and CPG
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#175 - Ariel Vaisbort: How OLIPOP Runs Influencer, Community, & Affiliate Growth
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#174 - Coltyy: 10Million+ on TikTok. How Brands Can Think Like Creators
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#173 - Greg Frontiero: How Noowave Nailed a Bootstrapped CPG Launch
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#172 - Sean Frank: Scaling DTC. How Ridge went from $1M to $100M+
2022-02-17
#171 - Caroline McCarthy: How To Build a Multi-Brand CPG Conglomerate
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#170 - Brandon Blahnik: How DTC Cookware Titan Made In Builds IronClad CX
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#169 - Ash Melwani: CMO, Obvi - Secrets To Explosive Customer Growth
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#168 - Matt Lanter: Co-Founder, OpenStore - The Fastest Way to Sell Your Shopify Store
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#167 - Andrew Benin: CEO, Graza - How to generate $100k+ in your CPG DTC launch
2022-02-01
How to convert website visitors into paid customers without friction (with Raphael Paulin-Daigle, CEO of SplitBase)
2022-01-27
How to grow a company to $50M+ in Miami (with Michael Martocci, CEO of Swagup)
2022-01-25
How Gem grew from the kitchen into a multi-million dollar nutrition brand through science & product innovation (with CEO Sara Cullen)
2022-01-19
Jones Road: Bobbi Brown's new beauty brand and their secrets to rapid growth (with Cody Plofker, Director of Ecommerce)
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From DTC CPG to retail (with Jarod Steffes, CEO of Muddy Bites)
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From making $1M a month in college to a DTC agency (with Daniel Snow, CEO of Snow Agency)
2022-01-06
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