Comments on: The difference between a new product launch and the birth of a brand. http://www.brandinsightblog.com/2009/12/28/the-difference-between-a-new-product-launch-and-the-birth-of-a-brand/ Tagline about this blog .... Sun, 29 Jan 2012 19:44:43 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Tiger Turf http://www.brandinsightblog.com/2009/12/28/the-difference-between-a-new-product-launch-and-the-birth-of-a-brand/comment-page-1/#comment-407 Tiger Turf Fri, 12 Feb 2010 03:21:46 +0000 http://brandinsightblog.rankbydesign.com/?p=478#comment-407 Very true, great post... Keem 'em coming! Very true, great post… Keem ‘em coming!

]]> By: Field Turf http://www.brandinsightblog.com/2009/12/28/the-difference-between-a-new-product-launch-and-the-birth-of-a-brand/comment-page-1/#comment-353 Field Turf Tue, 02 Feb 2010 04:32:46 +0000 http://brandinsightblog.rankbydesign.com/?p=478#comment-353 So right, great post! Thanks for the hard work. So right, great post! Thanks for the hard work.

]]> By: rulett strategiak http://www.brandinsightblog.com/2009/12/28/the-difference-between-a-new-product-launch-and-the-birth-of-a-brand/comment-page-1/#comment-235 rulett strategiak Sun, 17 Jan 2010 15:04:30 +0000 http://brandinsightblog.rankbydesign.com/?p=478#comment-235 Great idea, thanks for this tip! Great idea, thanks for this tip!

]]> By: big teddy bear http://www.brandinsightblog.com/2009/12/28/the-difference-between-a-new-product-launch-and-the-birth-of-a-brand/comment-page-1/#comment-229 big teddy bear Sun, 17 Jan 2010 05:54:14 +0000 http://brandinsightblog.rankbydesign.com/?p=478#comment-229 Hi there, my grandfather told me about your blog a few months ago. and I absolutely like it. I will be subscribing! Kee up the good work! Hi there, my grandfather told me about your blog a few months ago. and I absolutely like it. I will be subscribing! Kee up the good work!

]]> By: Casino Roulette http://www.brandinsightblog.com/2009/12/28/the-difference-between-a-new-product-launch-and-the-birth-of-a-brand/comment-page-1/#comment-178 Casino Roulette Thu, 14 Jan 2010 20:54:37 +0000 http://brandinsightblog.rankbydesign.com/?p=478#comment-178 Sometimes it's really that simple, isn't it? I feel a little stupid for not thinking of this myself/earlier, though. Sometimes it’s really that simple, isn’t it? I feel a little stupid for not thinking of this myself/earlier, though.

]]> By: Vinde Roulette http://www.brandinsightblog.com/2009/12/28/the-difference-between-a-new-product-launch-and-the-birth-of-a-brand/comment-page-1/#comment-176 Vinde Roulette Thu, 14 Jan 2010 20:06:11 +0000 http://brandinsightblog.rankbydesign.com/?p=478#comment-176 Damn, that sound's so easy if you think about it. Damn, that sound’s so easy if you think about it.

]]> By: royalflu http://www.brandinsightblog.com/2009/12/28/the-difference-between-a-new-product-launch-and-the-birth-of-a-brand/comment-page-1/#comment-153 royalflu Thu, 31 Dec 2009 20:20:16 +0000 http://brandinsightblog.rankbydesign.com/?p=478#comment-153 Good discussion. I would probably suggest focusing on the “Big Idea” of the product; e.g., saving your knees. But it’s hard to sell “insurance” and preventatives… unless you push the PAIN button really hard, perhaps using fear, which can be a powerful motivator. Like most products, picking its U.S.P. and then finding sound bytes, tag lines, etc. that amplify that USP is the key. Very interesting discussion. Rick Good discussion. I would probably suggest focusing on the “Big Idea” of the product; e.g., saving your knees. But it’s hard to sell “insurance” and preventatives… unless you push the PAIN button really hard, perhaps using fear, which can be a powerful motivator.

Like most products, picking its U.S.P. and then finding sound bytes, tag lines, etc. that amplify that USP is the key.

Very interesting discussion.
Rick

]]> By: John Springer-Miller http://www.brandinsightblog.com/2009/12/28/the-difference-between-a-new-product-launch-and-the-birth-of-a-brand/comment-page-1/#comment-152 John Springer-Miller Tue, 29 Dec 2009 20:19:46 +0000 http://brandinsightblog.rankbydesign.com/?p=478#comment-152 Wow – thank you Mr. Furgurson for your recognition that KneeBinding is the next big thing in skiing. As you pointed out, it is the first significant enhancement in bindings in 30 years. KneeBinding is designed specifically to tackle the infamous “phantom foot” injury mechanism in skiing, which directly causes so many knee injuries on skis, including about ¾ of the ACL injuries. It is the only binding on the market designed to mitigate knee injuries. I’d like to correct one thing – although I have had great success in innovating and marketing new products, I am not an engineer, and the original idea behind the KneeBinding is not mine. A couple of years ago, it became clear to me that the knee issue in skiing had become an epidemic, and that this invention could become a viable solution. I felt it deserved its day in the sun, and I was fortunate enough to be in a position to help make that happen. I work with an outstanding team of people who are devoted to its success. KneeBinding faces a variety of challenges. It’s one thing to introduce a new product during a serious recession. Introducing a new ski binding is especially difficult – in part, because bindings have been commoditized by other ski companies over the past decade (they all do the same things and they all do them basically the same way). We needed some way to get people to realize that the KneeBinding offers something really different. First, we structured a broad-based, serious and often technical message about ski binding safety and performance – and then we created a fun way to get people to look at the message. The use of 3D-glasses to introduce the world’s only three-dimensional ski binding (which Mr. Furgurson sees as gimmicky) has been highly effective at various levels. People are taking a look at our message, they are talking about our product, and they are buying our ski bindings. We trust that once consumers get the message that there is a serious solution to the knee injury problem, they will not be overly concerned with how the message first got to them. We are taking Mr. Furgurson’s comments about our branding strategy to heart, and we are also taking them as intended: as supportive assistance with a difficult challenge. Brand development is an art, and each artist has his or her unique ideas about any specific brand. Some succeed, some don’t, and even after 30 years of success, I still have no magic wand. We welcome help from any quarter. Like Mr. Furgurson, we hope the market understands the value of this product and that skiers will rapidly adopt the unique technology that makes it so effective, and we are confident that our marketing has been effective. Over time, however, the KneeBinding brand will succeed because people trust us to provide higher levels of safety and performance than any other brand – not because of the ads we introduced it with. John Springer-Miller Chairman, KneeBinding Inc. Wow – thank you Mr. Furgurson for your recognition that KneeBinding is the next big thing in skiing. As you pointed out, it is the first significant enhancement in bindings in 30 years. KneeBinding is designed specifically to tackle the infamous “phantom foot” injury mechanism in skiing, which directly causes so many knee injuries on skis, including about ¾ of the ACL injuries. It is the only binding on the market designed to mitigate knee injuries.

I’d like to correct one thing – although I have had great success in innovating and marketing new products, I am not an engineer, and the original idea behind the KneeBinding is not mine. A couple of years ago, it became clear to me that the knee issue in skiing had become an epidemic, and that this invention could become a viable solution. I felt it deserved its day in the sun, and I was fortunate enough to be in a position to help make that happen. I work with an outstanding team of people who are devoted to its success.

KneeBinding faces a variety of challenges. It’s one thing to introduce a new product during a serious recession. Introducing a new ski binding is especially difficult – in part, because bindings have been commoditized by other ski companies over the past decade (they all do the same things and they all do them basically the same way). We needed some way to get people to realize that the KneeBinding offers something really different. First, we structured a broad-based, serious and often technical message about ski binding safety and performance – and then we created a fun way to get people to look at the message. The use of 3D-glasses to introduce the world’s only three-dimensional ski binding (which Mr. Furgurson sees as gimmicky) has been highly effective at various levels. People are taking a look at our message, they are talking about our product, and they are buying our ski bindings. We trust that once consumers get the message that there is a serious solution to the knee injury problem, they will not be overly concerned with how the message first got to them.

We are taking Mr. Furgurson’s comments about our branding strategy to heart, and we are also taking them as intended: as supportive assistance with a difficult challenge. Brand development is an art, and each artist has his or her unique ideas about any specific brand. Some succeed, some don’t, and even after 30 years of success, I still have no magic wand. We welcome help from any quarter.

Like Mr. Furgurson, we hope the market understands the value of this product and that skiers will rapidly adopt the unique technology that makes it so effective, and we are confident that our marketing has been effective. Over time, however, the KneeBinding brand will succeed because people trust us to provide higher levels of safety and performance than any other brand – not because of the ads we introduced it with.

John Springer-Miller
Chairman, KneeBinding Inc.

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