https://productcoalition.com/start-with-the-brand-not-the-product-c87bcc42a1d3

“But a product is mostly a perception in the mind of the end-user, not a list of product attributes.”

“We often believe that branding is solely a role for the Marketing team, something that “they’ll deal with once we produce it.”

On the contrary. Branding is the key ingredient in the success or failure of a product — and more often than not, it is more important than the quality of the product itself. You can always improve the features and make a product better, but you can rarely change people’s perception of your product.”

“As Seth Godin defines it: “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.””

“To do that, I try to have a crystal-clear vision of the final product — whether it’s a part of other products or not — as a stand-alone brand.

— Could this product become a brand?

— Is the product conveying a single concept/idea to anyone who’s building it?

— Does it have a story to tell? If yes, what’s the story behind the product?

— Could this product-brand create a profound connection with the people who are going to buy and use it to make their lives better?”

“It’s clear to me that it’s the brand that should be driving the product development, not the other way around.

Ultimately, we’re here to deliver a promise. A promise that every little thing we bring to life will make a difference and stay true to the single-word value of our brand.

Would you build a new car at Volvo without having “Safety” on your mind?”