Name: 重塑產品包裝品牌拯救了公司 (Rebranding a product package saved the company)
Uploaded: 2025-07-24T18:52:51.000Z
Duration: 7 min

There were a ton of people who told us to quit.

程度副詞

Like, just crash land this and it's okay.

就像，只要降落在這裡就沒事了。

We took the time to understand our customer and it changed everything.

我們花時間瞭解客戶，這改變了一切。

While in college, I was a subcontractor for a United States agency for international development firm.

大學期間，我曾是一家美國國際發展公司的分包商。

And while there, I was on a lot of water sanitation projects, but this hygiene component just really wasn't being thought about.

在那裡，我參與了很多水衛生項目，但衛生方面的問題確實沒有被考慮到。

於是我打電話給我最好的朋友。

I said, hey, I'm going to start a soap company and for each and every item that we sell, we're going to donate a bar of soap to someone in need at local homeless shelters and food pantries.

我說，嘿，我要開一家肥皂公司，我們每賣出一件商品，就會向當地無家可歸者收容所和食物救濟站的困難人群捐贈一塊肥皂。

The early days of our company was me making soap in my college house that I lived with six other guys.

公司成立初期，我和其他六個人一起在大學宿舍裡製作肥皂。

We didn't know what we were doing with anything.

We started going to farmer's markets and small little mom and pop shops and selling online.

我們開始去農貿市場、小型母嬰店和網上銷售。

After begging, pleading, calling, waiting in their lobby until we saw them, we got into Whole Foods.

經過乞求、懇求、打電話，在他們的大廳裡一直等到我們看到他們，我們才進了全食超市。

我們被塔吉特和沃爾瑪接走了。

We had gotten into all these major retailers, but the product just wasn't performing.

我們已經進入了所有這些主要零售商的管道，但產品就是沒有表現。

And I don't think it took a rocket scientist to look at our packaging and say, I think I know what the problem is.

我不認為需要一個火箭科學家來觀察我們的包裝，然後說，我想我知道問題出在哪裡。

In the early days of the company, we just took multiple shots on gold in the branding.

在公司成立之初，我們只是在品牌中拍攝了多張金色的照片。

We would always be really cost conscientious, trying to do things ourselves, and not understanding that we did not know, nor did we have the insights to really create a compelling packaging that could really authentically talk about how much we cared about the clean ingredients inside that bottle.

我們總是斤斤計較成本，試圖自己動手，卻不知道我們並不瞭解，也沒有足夠的洞察力來真正創造出一種引人注目的包裝，能夠真實地表達我們對瓶內清潔成分的重視程度。

There was a moment in 2016 where I was standing at a shelf in Target, watching people buy products, and I had to go over and explain how we didn't have any sulfates or parabens or EDTA or phylates in our shampoo to this lady who was holding it.

2016 年有一次，我站在塔吉特超市的貨架前，看著人們購買產品，我不得不走過去，向這位拿著洗髮水的女士解釋我們的洗髮水中沒有任何硫酸鹽、苯甲酸酯、乙二胺四乙酸或植酸。

And light bulb clicks off that, well, if it takes me to walk over and tell her that, then she's not understanding this, nor is any consumer understanding this.

然後她突然意識到，如果需要我走過去告訴她這些，那麼她和任何消費者都不會明白這一點。

Our branding was not good, and it doesn't take an expert in packaging design to be like, is this automotive cleaner?

我們的品牌形象並不好，包裝設計方面的專家也會覺得，這是汽車清潔劑嗎？

它不僅醜陋，而且是最醜陋的。

The hardest part about designing something with your fingerprints all over it and realizing very quickly that the data shows it's not working is that it's your fingerprint.

在設計過程中，你的指紋會在上面留下痕跡，但很快就會發現數據顯示它並不奏效，這其中最難的部分就在於這是你的指紋。

You're the person who caused this mistake.

The emotional toll that that takes on you when you're the creator and you're the entrepreneur in the jockey's seat, that hurts.

當你是創作者，當你是坐在騎師位置上的創業者時，這對你造成的精神傷害是巨大的。

We had started the whole brand remake process with this amazing design agency in New York City.

我們與紐約一家出色的設計公司合作，開始了整個品牌重塑過程。

And we had started getting these incredibly out-of-this-world positive consumer focus group results, but we just kept on getting discontinued from all these major retailers that had to cut us because we weren't hitting their thresholds.

我們已經開始得到這些令人難以置信的積極的消費者焦點小組結果，但我們卻不斷地從所有這些主要零售商那裡得到中斷，他們不得不削減我們，因為我們沒有達到他們的門檻。

We were approached with an acquisition offer that was absolutely awful.

我們收到了一份絕對糟糕的收購要約。

And we went back to our investors and said, look, there's this soft landing with this potential acquirer, or we double down and we launch this new branding.

我們回去對投資者說，聽著，我們可以與潛在收購方軟著陸，或者我們加倍努力，推出新品牌。

Our investors said, what do you guys wanna do?

我們的投資者說，你們想做什麼？

It was incredibly difficult to continue to be in front of the band, holding the baton, saying, guys, this brand's gonna make it, when there was so much data showing that that was not the case.

要繼續站在樂隊的前面，拿著指揮棒，說 "夥計們，這個品牌會成功的"，這是非常困難的，因為有很多數據顯示事實並非如此。

But we fervently believed that the right thing to do was to launch this new branding.

但我們堅信，推出這個新品牌是正確的。

Once we launched that new branding in 2018, we saw over 375% lift.

我們在 2018 年推出新品牌後，我們看到了超過 375% 的提升。

We saw such massive sales increase because our brand was finally being effectively communicated on shelf.

由於我們的品牌終於在貨架上得到了有效傳播，是以我們的銷售額大幅增長。

我是說，這是舊的，這是新的。

Nothing would have changed if we hadn't rebranded.

如果我們不重塑品牌，一切都不會改變。

One of the biggest things we learned is truly understanding your customer is critically important.

我們學到的最大一點是，真正瞭解客戶至關重要。

We kept on chasing what we thought our customer was, and that was Target and Walmart and Walgreens and Rite Aid and Wegmans, and we made a critical mistake because that's really not the most important customer.

我們一直在追逐我們認為的客戶，那就是 Target、沃爾瑪、Walgreens、Rite Aid 和 Wegmans。

The shopper who actually goes into those stores and picks one of our products off the shelf, that's the most important customer.

真正走進商店，從貨架上挑選我們產品的顧客，才是最重要的顧客。

Not understanding her and not understanding why she was making the decisions she was making was a critical fail point.

不理解她，不理解她為什麼要做出這樣的決定，是一個關鍵的失敗點。

We need to win first and foremost with her.

And that requires research, research, and more research to really understand that consumer.

這就需要研究、研究、再研究，才能真正瞭解消費者。

The reason I grew out my hair is because I wanted to know.

Understanding the slip of our conditioner and being able to wear fragrance around you all day long, all those things without long hair weren't immediately relevant to me.

瞭解我們護髮素的滑度，能夠整天在身邊散發香味，所有這些沒有長髮的事情都與我沒有直接關係。

We are now one of the fastest-growing haircare brand in the United States.

我們現在是美國增長最快的護髮品牌之一。

We've been able to donate over 34 million bars to local homeless shelters and food pantries, women and children abuse centers, as well as working hand-in-hand with 65 countries around the world through various different NGO partners.

我們已經向當地的無家可歸者收容所和食品儲藏室、婦女和兒童虐待中心捐贈了超過 3400 萬條，並通過各種不同的非政府組織合作伙伴與全球 65 個國家攜手合作。

I'm so glad that we stuck with it to be where we are now.

字幕列表影片播放

重塑產品包裝品牌拯救了公司 (Rebranding a product package saved the company)

relevant

stick

potential

incredibly