“Nov. 9 (Bloomberg) — Kaenon Polarized’s unique premium shades are worn by pro athletes and celebrities, but mass-market audiences have remained elusive. Can retail guru Jay Margolis help brothers Darren and Steve Rosenberg grow “the best sunglasses you’ve never heard of” into a major player in the market? Tuesdays at 9PM ET/PT. Fridays at 9:30PM ET/PT. (Source: Bloomberg)”
I love this show and the video is on the link above. On this show I think the owners Darren and Steve really missed the opportunity here. They were so caught up in the fact that their glasses were better than the competition that they felt they didn’t need any gimmicks to try and sell them.
They thought product quality was enough to sell their glasses. Big mistake. I don’t care how good your product is, it doesn’t sell itself. Your competition can outsell a superior product with superior branding and marketing. If you have a superior product that is actually less important than if you have a better strategy to brand it and get your product into more buyer’s hands. Quality doesn’t speak for itself if it isn’t in the hands of the end user.
These guys came to a Mentor to get help and because they had their own ideas on how they should brand their product they didn’t really listen to the Mentor. They made a slightly different case for their glasses and patted each other on the back while making no brand message at all. This is an example of when an engineer makes a product and then fails to hire a marketing expert to sell it. These guys may make a great product but they should fire themselves from the branding side of their business and I bet it would grow…
Lesson: Know your strengths, and hire your weaknesses.. If I was their mentor I would have told them straight up that they needed to hire a marketing and brand strategist and stick to making good sunglasses. They are the reason their brand is not growing fast enough.