When we talk about brand management, it is important that we manage to work on different concepts and tools to stay in the market. One of them is the monitoring of trends and innovations that emerge every day. And this topic is very exciting for me as I have always been connected to branding and strategic communication
For six years at the head of the marketing and sales department of a company specialized in baby products, I understand that to keep a childcare brand always up to date, it is necessary to focus efforts and strategies on end consumers: the parents. It is one of the ways we find in the care for the design of products and their packaging. After all, these are the first points of contact in the search for the right product.
The care and attention to detail is born with the company. In the case of mine, comes from the 1970s, when the founder, a skilled plastics engineer and family man, joined 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 way to meet and win over the consumer
For working in a global company, with the manufacturing of products in Europe, are carried out, constantly, market research and an exchange with the countries where the brand is sold, with a focus on the lifestyle of families, guides to trend agencies and children's fashion fairs. This allows us to bring emotion and variety with a great diversity of colors and patterns, that are renewed annually
The most powerful thing about design is that it is not just aesthetic, he is functional. In the case of thermosensitive spoons, for example, it was 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, being ideal for transport
All this care makes a big difference for parents, mainly those who are first-time travelers, 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 other generations
Another example is the clip for pacifiers. Particularly, I like this example because it was made to be attached to clothing with just one hand, given that many times, the parents are with the other occupied (sometimes holding their own baby). Still talking about the light childcare sector, the functionality of the pacifier that glows in the dark is an innovation that delights me. She makes it easier 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
