Consumers rely on brands as a badge of quality. A product without a strong brand perception, no matter how good, is anonymous and inherently untrustworthy. But when a great product is delivered through a great brand experience, the opportunity for success increases dramatically. In addition to product design and development, and global sourcing and procurement, EDGE has over one hundred years of combined experience developing a brand, and we build brand strategies that work.
Every product EDGE puts into the marketplace requires a brand development strategy. Depending on the product or category, we take two approaches toward brand development:
Elevating an Existing Brand
Whether a trusted brand comes to us to develop a product, or we go to them because we see an untapped opportunity, we work with some of the best-known brands across a multitude of categories. While we use market intelligence to determine the best approach toward designing, manufacturing, and marketing a product that fulfills consumers’ demand, it’s the core essence of the brand—what it represents and what it serves––that is always kept top of mind in our approach toward making sure the product and brand align and elevate the other.