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Marketing Matters: Creating A Successful Brand in Challenging Times

By: Donna Barson
Posted: December 10, 2008, from the December 2008 issue of GCI Magazine.

With the high failure rate of new brands in practically every industry, many brand owners are looking for a “magic formula.”

There’s no magic, but successful brands do share several of the following important traits:

Case in Point

ThermaFuse, a rising hair care and styling brand, is a good example of the previously listed traits. At a time when there is much blurring of mass and salon hair care brands, ThermaFuse’s 2006 launch succeeded by carefully cultivating a niche.

Unlike other hair care brands, the formula used in ThermaFuse products was developed to protect and repair hair with the use of any heat styling tool. This unique niche allowed the brand to develop a successful promotional and marketing campaign based on the premise of “healthier hair with heat.”

Van Stamey, founder and CEO of ThermaFuse, comes from a family of salon industry impresarios. He knew that millions of consumers relied on blowers, flat irons and heat curlers for their styling needs, and these products were damaging their hair. So he worked with chemists to develop a brand of products carefully targeted towards heat style devotees who would benefit from products that both safeguarded hair from heat and actually revived hair health.