This past week the my M-School classmates and I received an amazing presentation from M-School Mentor and Brand Development Manager at Dollar Shave Club, Nick Virginio. Nick's presentation, at its heart, zoomed in on the detailed instruments relating to how a product becomes a brand.
Mr. Virginio began his presentation by identifying the difference between a master brand, and a sub-brand. I learned how Dollar Shave Club is their company's "master-brand", however they also own a diverse family of "sub-brands" such as Boogie's, Dr. Carvers, Blueprint, and Wanderer. These sub-brands exist to differentiate types of products, like shower products, shaving products, grooming products, and so on. They also exist to tell unique stories through that sub-brand. For example, Wanderer, their hair care sub-brand, allows them to tell a different story and give off a different image, than the sub-brand they use for their cologne.
He also brought us products from the headquarters of DSC, using Wanderer as an example of building a brand, throughout the presentation. Using these different shampoos, face washes, conditioners, and bar soaps, Mr. Virginio was able to show my classmates and I how and why the DSC marketed these products the way that they did, in order to develop the brand.
The largest point of his presentation that really stood out to me was his four steps of how to bring a brand to life: 1.) Inspiration, 2.) Strategy, 3.) Development, 4.) Adaption. These steps allowed Mr. Virginio to dive deeper into what steps need to be taken to turn a solid product, into a brand with a story. These steps have helped my team and I develop our brand greatly in our Marketing for Good project, and have allowed us to view our product, as much more than a product. It is rather something that has a personal relationship, builds a meaningful connection, and adapts targets consumers in a way that lets us tell the story we want to tell.
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