The Art and Science of Marketing: How to Build a Brand That Sticks

Have you ever wondered what it takes to get your product on the shelves of major retailers? You’re not alone. I’ve spent years navigating the retail landscape, and if there’s one thing I’ve learned, it’s that marketing your brand is both an art and a science. It’s about more than just beautiful ads or clever social media posts. It’s about precision, data, and yes—persistence.

In a recent episode of my podcast, Shelf Help, I had the pleasure of speaking with Ross Martin, the President of Known, a brand strategy and innovation firm. We dove deep into the world of marketing, and Ross shared insights that every entrepreneur should know.

1. Marketing is an Art and a Science

Ross and I agreed that creativity is crucial, and so is data. In today’s marketing landscape, it’s not enough to just come up with a catchy slogan or an eye-catching ad. The real challenge is using data to predict what will resonate with your audience. According to Ross, “It doesn’t matter what the hell I like… What matters is what can we most accurately predict will create a feeling and emotion in the people we’re trying to reach.”

The key takeaway here? Test, learn, and adapt. Marketing is about constantly optimizing your approach to ensure you’re hitting the right notes with your audience.

2. Understanding Your Audience is Non-Negotiable

If there’s one non-negotiable in marketing, it’s knowing your audience inside and out. When I pitched my own brands, Elevation by Tina Wells and WNDR LN, to Target, I had to be crystal clear about who my customers were and how they aligned with Target’s guests. This is the difference between getting on the shelf and staying there.

Ross emphasized the same point: “If you’re showing up and don’t have a precise understanding of who you’re trying to reach…good luck.” Whether you’re just starting out or already have a foothold in the market, understanding your customer is the foundation of a successful brand.

3. Creativity Still Matters

Data might be the backbone of modern marketing, but creativity is still the heart. As Ross put it, “The creative spirit is alive and kicking.” While tools like AI and advanced analytics can give you insights, they can’t replace the human imagination. The best marketing comes when creativity and data work hand in hand, giving brands the ability to make informed decisions without sacrificing originality.

4. Make Your Brand “Sticky“

One of the million-dollar questions in marketing is how to create a “sticky” brand—one that resonates and keeps customers coming back. For Ross, the answer lies in relevance. With so many brands vying for attention, only the most relevant messages break through the noise. Brands like Brightland Olive Oil and Jeni’s SplendidIce Creams have succeeded by deeply understanding their customers and consistently delivering on their brand promise.

5. Timing is Everything

Many entrepreneurs are eager to see their products in big-box retailers like Target or Walmart. But moving too quickly can backfire. Ross highlighted that rushing into retail before fully understanding your audience or perfecting your product can lead to failure. “You could find yourself digging out of a hole that wasn’t your fault because you were pressured to move too quickly,” he warned.

Before you take that leap, make sure you’ve done your homework. Test your product, refine your messaging, and ensure that when you do launch, you’re fully prepared for the long haul.

Final Thoughts

Building a successful brand isn’t easy, but it’s absolutely possible with the right strategy. Start with a solid foundation of understanding your audience, be open to learning and adapting, and never underestimate the power of creativity. And remember: the journey doesn’t end when your product hits the shelves—it’s just the beginning.
For more insights and expert advice, check out the full episode of Shelf Help with Ross Martin, and stay tuned for more episodes where we help you navigate the world of retail and beyond.

In harmony,

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