Framing a product around "life moments" (e.g., graduation, first job) shifts the focus from functional utility to emotional significance. Coach isn't in the handbag business; it's in the "belonging business." Its real competitors are other products that provide similar affirmation.

Unilever uses its SASSY framework (Science, Aesthetics, Sensorials, Said-by-others, Young-spirited) to create desirability. This model systematically elevates brands from functional "needs" to emotional "I have to have that" wants, applicable even to everyday products.

Control the product, not the message. On Running's CPO suggests brands can learn from high fashion's runway model: release a product and let the "jury" of critics and consumers create the narrative. This unfiltered approach builds more authenticity than a carefully crafted press release, even if the feedback isn't always positive.

Avoid the middle ground. On Running learned that designing for a "hybrid" persona who moves from the gym to a cafe leads to compromises. It's better to create a best-in-class performance product that people choose to wear for style, rather than a watered-down product that serves neither purpose well.

Most product categories are commodities with minimal functional differences. Success, as shown by Liquid Death in the water category, hinges on building an emotional connection through branding and packaging, which are the primary drivers of consumer choice over minor product benefits.

Companies like Bath & Body Works are moving beyond visual marketing by infusing physical spaces with signature scents. This "scent-a-gration" leverages the powerful link between smell and memory to create deep, lasting brand associations in high-traffic areas.

A "perfect" product can be a sterile one. On Running reflects that a collaboration might have been more successful if it was less complete, suggesting that leaving something for the consumer to finish—like adding a second pair of laces—creates ownership. This small act of co-creation fosters a stronger emotional bond.

In a crowded market, brand is defined by the product experience, not marketing campaigns. Every interaction must evoke the intended brand feeling (e.g., "lovable"). This transforms brand into a core product responsibility and creates a powerful, defensible moat that activates word-of-mouth and differentiates you from competitors.

Gymshark's key product differentiator wasn't just performance, but aesthetics. They obsessed over creating 'physique accentuating' fits that made customers look and feel better. This tapped into the core emotional motivation of their gym-going audience, creating a stronger brand connection than purely functional apparel.