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Becoming a Household Name Brand

By: Remyi Fredson-Cole
Posted: February 4, 2013, from the March 2013 issue of GCI Magazine.

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Those outside your foundation may need to be considered, but the primary focus should be on the foundation. Moreover, there is a higher level of marketing and operations focus that needs to be dedicated to the foundation in order for your brand to become a household name brand.

The Best Interest of the Buyer First

On the path to building a household name brand and to justify the effort and cost to get your brand to market, your product has to be good enough to pass development costs on to the customers.

The marketability of the product is based on the total sum effort to get the product to market. Part of relating to your primary customer groups is to create cohesion and a handoff that ideally makes sense for every primary customer—creating a win-win for them improves your ability to market and sell the product.

As you go through establishing your brand and serving your primary customer groups, your brand must also establish a relatively clear “in” for every primary customer group. The “in,” as in, “What’s in it for me?” and “why do I want to engage your brand in business?” As you move through the product development cycle, answering those questions should guide you and your team—and the smoother the transition from a brand into a household name brand will be.

Remyi Fredson-Cole is the co-founder of Edia Cosmetics For Hair, as well as an author and entrepreneur who cut his teeth with Fortune 100 companies in various roles covering product engineering, marketing strategy and operations. He challenges conventional wisdom with his innovative approach to market strategies and brand engineering, and he is the author of I Have An Idea ... Now What? A Blueprint for the 21st Century Entrepreneur, available summer 2012 in audiobook and digital format. Contact him at