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Lesson #4: Every Entrepreneur Needs a Little Brand Aid
Lesson #4: Every Entrepreneur Needs a Little Brand Aid
According to Clark, the secret to Baby Einstein’s success has been “a good concept and a brilliant branding strategy.”
Think about it: what parent would not want their kids to grow up to be the next Albert Einstein? From the company’s name to the rest of its promotional strategy, Aigner-Clark created and implemented a brilliant branding strategy that helped her innovative concept achieve the success that it did.
“Everyone asks, ‘How did you come up with the name?’” says Aigner-Clark. “The truth is, I just sat down and thought of it. We didn’t test market it or anything.” Despite not having put any research into the name ‘Baby Einstein,’ Aigner-Clark is quick to acknowledge how crucial it became to her company’s success.
“I believe the name of our company was incredibly important to our success,” she says. “When I first created it, I didn’t think I was creating a company just the name of a video. However, the name Baby Einstein caught on very fast and became the generic name for baby videos.”
Einstein might not have watched playful videos with puppets as a child, but that has not stopped thousands of parents from buying the Baby Einstein series in the hopes that the videos will aid in the development of their children. None of the company’s promotional literature was ever so bold as to claim that their products were specifically engineered to make babies smarter. But with a name like Baby Einstein, the powers of association leave little up to chance.
Aigner-Clark’s branding strategy seemed to have hit the jackpot. Right around the time of the release of her Baby Mozart video, a highly publicized study came out that detailed the positive relationship between exposure to classical music at a young age and the development of a child’s intelligence. “It seemed like our timing was perfect!” she exclaims.
Aigner-Clark was quick to seize hold of the opportunity that came from that study. Immediately, she was able to say that what she had believed for so long was now scientifically true. Baby Einstein was then positioned to appear to be the leader of the infant developmental media industry. This area, however, is more a marketing one than a development one. And Aigner-Clark has been a true innovator when it comes to making her company appear to be in line with what parents really want.
“I’ve read a lot of research, but I’m not a scientist in a lab. I’m a mom in a home,” she says. “And so I think I can expose my kids to really wonderful things for a very short period of time before they are hit with a lot of things from the outside world and peers. And I like to believe that this exposure to classical music, poetry, and language will have an impact on them and hopefully help them to develop an appreciation for these kinds of things.”
Aigner-Clark was saying the things parents wanted to hear, and making the products parents thought their kids needed to see. In some circles, any parent who was not showing their kids Baby Einstein videos was even seen as a bad parent. That was the true mark of the success of Aigner-Clark’s branding strategy.
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There’s a heightened interest in branding these days. For small businesses, it can be one
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Julie Aigner-Clark Video - To celebrate Moms' ingenuity, Whirlpool brand announced its third annual Mother of Invention Grant Program, a competition that recognizes the entrepreneurial spirit of moms by awarding them the tools they need to turn an idea into a viable business.For the third year, Julie Aigner-Clark, creator of Baby Einstein, will be a guest judge and program collaborator.
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