When we talk about brand management, it is important that we can work with different concepts and tools to stay in the market. One of them is monitoring the trends and innovations that emerge every day. And this topic is very exciting for me, as I have always been involved in branding and strategic communication.
For six years leading the marketing and sales department of a company specializing in baby products, I understand that to keep a baby care brand always up to date, it is necessary to focus efforts and strategies on the end consumers: the parents. And one of the ways we find is in the care with the design of the products and their packaging. After all, these are the first points of contact in the search for the right product.
Care and attention to detail are born with the company. In my case, it dates back to the 1970s, when the founder, a skilled plastics engineer and family man, joined forces with scientists, doctors, and designers from the University of Applied Arts Vienna to develop a product that combined attractive and functional design with proven medical benefits. This is the essence and the path to serve and win over the consumer.
Because of working for a global company with product manufacturing in Europe, ongoing market research and exchanges are conducted with the countries where the brand is sold, focusing on family lifestyles, trend agency guides, and children's fashion fairs. This allows us to bring emotion and variety with a wide diversity of colors and patterns, which are renewed annually.
The most powerful thing about design is that it is not just aesthetic; it is functional. In the case of thermosensitive spoons, for example, they were developed to change color if the food is too hot for the baby, in addition to having a case that keeps the products hygienically separated, making it ideal for transport.
All this care makes a big difference for parents, especially first-time parents, making daily life easier and leaving a loving memory. And for those who work with lightweight childcare products, for companies like the one I work for, this care leaves a legacy for future generations.
Another example is the clip of the pacifier clips. I particularly like this example because it was designed to be attached to clothing with just one hand, since often, parents have the other hand occupied (sometimes holding their own baby). Still talking about the lightweight baby care sector, the glow-in-the-dark pacifier functionality is an innovation that delights me. She makes it easy to find her at a time when no one intends to turn on the light, mainly to avoid waking the little one who has already fallen asleep.
