Boyfriend - Where Customers Fuel Product Innovation

The Story of a Brand

Ramon Vela

Business, Entrepreneurship

5 • 145 Ratings

🗓️ 29 January 2020

⏱️ 31 minutes

🔗️ Recording | iTunes | RSS

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Summary

In Part 2 of this special feature, Melody Darlene Hernandez, Chief Brand Officer of Boyfriend, continues sharing the insides story of this leading unisex fragrance brand started and founded by actress Kate Walsh.

In Part 2 of this episode, Melody discusses Why building trust with consumers is so important, How micro-influencers are playing a part in their strategy, Why they strive for authenticity from their influencers, Why it makes sense for Agencies to launch their own brands, How Boyfriend is using Facebook to develop new products, The Boyfriend product launch strategy, How gender neutrality focus is impacting the brand message and philosophy and so much more.

Join us while Ramon Vela interviews Melody in Part 2 of this episode and listen to them share the inside story of a brand.

For more on Boyfriend visit: https://boyfriendperfume.com/

Gorgias - Gorgias.link/story
teelaunch - teelaunch.com/story
Retention Science - RetentionScience.com

Transcript

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0:00.0	Recorded at Retention Science Studios, this is not your average entrepreneur or e-commerce podcast, and he's not your average host.
0:14.4	This is The Story of a Brand with your host, Ramon Vela.
0:21.4	In terms of influencers, we haven't taken the paid influencer route.
0:29.0	Not to say that maybe in the future we won't, but right now as a brand, we decided that that's not what we want to do.
0:36.6	You mentioned previously that, you know,
0:38.8	consumers are a lot smarter and they, they, there's a trust issue happening right now with
0:44.4	consumers and brands. And so for us, we see that. We see that happening on social media
0:50.4	where there's a paid post and when ad is hashtag and the consumer knows this is a paid
0:56.7	post from an influencer they sort of minimizes the value of it at that point customers are just
1:05.9	really smart now they know wow this influencer as much as I love them. Do they really love this fragrance,
1:11.6	or are they just going to post about it because they were paid to do it? So for us, we've sort of
1:15.7	taken the route of gifting. When we gift products, we gift to people who are already fans of the fragrance.
1:28.7	Hey, you.. Hey you.
1:30.5	Yeah, you.
1:32.1	You work so hard to acquire customers, but what are you doing to keep them happy?
1:38.3	Now I'm shocked by how many e-commerce stores don't have a help desk, let alone one built
1:43.8	specifically for e-commerce.
1:46.1	So let me introduce you to Gorgeous, which is the number one rated help desk for e-commerce
1:50.7	and sets up with Shopify and dozens of other apps right out of the box.
1:56.3	So not only can they help you give better, faster, and more accurate resolutions, they can even help you increase revenues.
2:04.2	So visit gorgias.com.
2:06.9	Forward slash story.
	...

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