What Makes You “Cool” Can Alienate Your Customers | Anouck Gotlib | Belgian Boys
Honest Ecommerce · with Anouck Gotlib · September 12, 2022 · 17 min
Summary
Anouck Gotlib, CEO of Belgian Boys, shares how to build a successful CPG brand by prioritizing customer understanding over perceived brand 'coolness.' The episode emphasizes the importance of actively soliciting and applying customer feedback to refine branding, packaging, and product assortment, transforming niche appeal into mainstream success. This is a must-listen for ecommerce operators looking to scale their physical product businesses.
Key takeaways
Focus on clarity and customer comprehension in branding and product names, avoiding niche terminology that might alienate the average consumer. For example, 'De Liege Waffle' was changed because customers didn't understand the regional reference.
Actively solicit feedback from various touchpoints, including shop owners and direct consumers, to identify areas for improvement in packaging, messaging, and product offerings.
Be willing to iterate and even discontinue products based on customer insights to ensure your core assortment meets market demand.
Build resilience, specifically within platform challenges, and adapt quickly to feedback from customers and partners.
Don't be swayed by 'naysayers' and keep clear focus on what you're trying to achieve.
On this podcast, we talk about why Anouck decided to change their “cool” branding, how incorporating resilience into your strategy helps with platform uncertainty, why it is a good idea to let potential employees interview your team, and so much more!
Focus on clarity and customer comprehension in branding and product names, avoiding niche terminology that might alienate the average consumer. For example, 'De Liege Waffle' was changed because customers didn't understand the regional reference.
What does this episode say about brand & content?
Actively solicit feedback from various touchpoints, including shop owners and direct consumers, to identify areas for improvement in packaging, messaging, and product offerings.
What does this episode say about product & merchandising?
Be willing to iterate and even discontinue products based on customer insights to ensure your core assortment meets market demand.
What does this episode say about founder & leadership?
Build resilience, specifically within platform challenges, and adapt quickly to feedback from customers and partners.
What does this episode say about dtc strategy?
Don't be swayed by 'naysayers' and keep clear focus on what you're trying to achieve.
