Hitmakers Podcast: Episode - Five Elements of Product-Led Branding
Release Date: October 31, 2024
Hosts: Rei Nomoto (Ray Nomoto) & Ana Andjelic
Introduction
In this engaging episode of Hitmakers: How Brands Influence Culture, hosts Ray Nomoto and Ana Andjelic delve into the intricacies of product-led branding. The conversation is anchored around Ana’s upcoming book, "Hit Makers: How Brands Influence Culture," and explores how products serve as the foundation for brand identity and cultural resonance.
Choosing the Podcast Title and Concept
Ray Nomoto initiates the discussion by explaining the brainstorming process behind the podcast’s title. He mentions:
"We had a list of, I don't know, 50 different names and slightly different topics. But where we landed is Hitmakers..." [02:15]
Ana Andjelic elaborates on the significance of "Hitmakers," differentiating it from Derek Thompson’s book of the same name. She emphasizes that her focus is on how brands influence culture through cultural programming platforms, including products, aesthetics, content, and business models.
The Evolution of Brand Influence in Culture
Ray Nomoto shares his perspective on the historical influence of brands, citing:
"Michael Jordan back in the 80s and 90s used to be such a massive iconic figure that was associated with the brand Nike." [02:15]
He reflects on the changing landscape, questioning the current relevance of brands in culture compared to earlier decades. Ana Andjelic counters by highlighting the shift from mass media to niche and micro brands, asserting that while the scale has changed, brands remain influential within specific communities.
The Role of Products in Brand Building
The hosts discuss whether every brand starts with a product. Ana argues that while a hero product is beneficial, it doesn't always need to outperform competitors. She cites examples like Kylie Cosmetics and Glossier, where community and content played pivotal roles alongside the products.
Ray agrees, noting that in today’s market, having a standout product is more critical than ever. He uses OpenAI’s ChatGPT as an example of how a product can elevate a brand’s presence in the cultural zeitgeist.
"I think products do lead brands. ... the ChatGPT capability existed before November 2022, but it’s when it became a phenomenon that OpenAI was thrust into the spotlight." [15:17]
Ana adds that even artisanal and luxury brands rely on product excellence to sustain their brand value, referencing Hermès and Levi’s as examples where craftsmanship and product innovation underpin cultural relevance.
The Five Elements of Product-Led Branding
Ana introduces the five elements of product-led branding as outlined in her book:
- Value
- Wear
- Aesthetics
- Narrative
- Fandom
1. Value
Ana emphasizes product quality and longevity as foundational to brand value.
"For example, the value of a Levi's jacket is that it lasts so long. It’s really well made because of the product innovation that was at the core of Levi's." [20:40]
2. Wear
Ray seeks clarification on "wear," to which Ana explains it relates to the product's history and cultural context.
"It's who was this touched by? Jane Birkin was the one who had the prototype. She wore a Birkin bag and she landed her cultural clout." [23:21]
3. Aesthetics
This pertains to the product's design and recognizability. Ana discusses signature aesthetics like the Nike waffle sole or Gucci’s double G, which make products instantly identifiable.
"The aesthetic is recognizably designed into a product." [21:15]
Ray adds that for products with significant functionality, making innovation visible is crucial.
"For example, Nike Air Max became iconic when the visible airbag was introduced." [34:16]
4. Narrative
Ana highlights the importance of storytelling in embedding products within cultural contexts. Memorable advertising campaigns and the stories behind products contribute to their cultural significance.
"What is the story around this, what context was created, Cultural context..." [21:15]
5. Fandom
Fandom encompasses the dedicated communities and collectors that elevate a brand’s status. Ana mentions how certain products become status symbols within these groups.
"There are people who have collections of 1950s, 60s, 70s products. They know exactly the value of a certain pair versus another." [23:21]
Stress-Testing Product-Led Branding Elements
Ray applies the five elements to different products to test their applicability.
Fashion Retail Sector:
- Hermès Birkin Bag
- Value: Exceptional craftsmanship and durability.
- Wear: Associated with cultural icons like Jane Birkin.
- Aesthetics: Signature clasps and design.
- Narrative: Stories of exclusivity and heritage.
- Fandom: High resale value and collector interest.
Technology Sector:
- Apple AirPods
- Value: Superior functionality and seamless integration with Apple ecosystem.
- Wear: Symbolizes tech-savviness and modernity.
- Aesthetics: Minimalist design and recognizable white case.
- Narrative: Innovation in wireless audio technology.
- Fandom: Strong brand loyalty and widespread adoption.
Ana contrasts technology products with luxury goods, noting that tech products often lack the enduring emotional value unless tied to significant events or personalities.
"Objects don't have emotional value unless they're touched literally by humans in a meaningful way." [19:28]
Takeaways from the Hosts
Ana Andjelic emphasizes that cultural influence and product-led branding can be reverse-engineered. Brands can strategically build narratives, aesthetic consistency, and fandom without waiting decades.
"Even new brands are successfully reverse engineering product-led branding by adding narrative, creating fandom, having signature aesthetics." [38:56]
Ray Nomoto summarizes that a brand’s cultural significance hinges on two main factors:
- Product: The inherent value and functionality.
- Point of View: The brand’s unique perspective and how it’s represented through the product.
"It comes down to product plus point of view because without the point of view, it just becomes a commodity." [40:02]
Closing Discussions
The episode concludes with the hosts sharing personal anecdotes and upcoming topics. Ana mentions the recent controversy surrounding Abercrombie Fitch's CEO, hinting at a deeper discussion in future episodes. Ray introduces a new product, Terra TERRA, an activewear brand, and challenges each other to analyze its product-led branding strategy.
"This episode drops on Halloween and I hope that sets the tone for all the episodes to come." [44:34]
The hosts invite listeners to tune in for more insightful discussions on how brands continue to shape and influence culture.
Notable Quotes
-
Ray Nomoto:
"Brands can and do occupy a certain portion of the zeitgeist." [02:15] -
Ana Andjelic:
"Cultural influence can be reverse engineered." [38:56] -
Ray Nomoto:
"Without the point of view, it just becomes a commodity." [40:02]
Conclusion
This episode of Hitmakers provides a comprehensive exploration of product-led branding, illustrating how products serve as the cornerstone for building culturally influential brands. Through vivid examples and in-depth analysis, Ray Nomoto and Ana Andjelic offer valuable insights for brand executives, entrepreneurs, and anyone interested in the intersection of products, branding, and culture.
Stay tuned for the next episode, releasing in mid-November, where Ray and Ana will discuss the latest developments in brand controversies and emerging trends in product-led branding.