Amazon’s “Poop like a Champion” brand — Christine Ng // Rainforest

Quotes

• "Aggregators are very mysterious. Most of us don't publish our brands because some are not that cool. So aggregators generally buy brands. And I say brands very loosely in this context because they're usually solo products." - Christine Ng

• "Personas? We had an older woman, a primary demographic, but she's cookie and fun. We've got a skater boy who's like, I don't remember the morning after. I don't know what's happening. And then we have a very ambitious entrepreneurial woman. She wakes up, and she reads kind of like FT, Wall Street Journal. And then we have a little girl who's like, I want to grow up being a princess or a mom, and she's also eating cereal." - Christine Ng

• "What have these iconic brands taught us? Like it's just having fun, it takes you away, and its fantasy. So that's what I also wanted to build. When you're meditating, you're taking yourself away and letting yourself go somewhere else." - Christine Ng

• “When it comes to rebranding, you have to decide what your goals are and when you hit saturation point.” - Christine Ng

• "For every cereal flavor, we expect every value to go out by three x. We are selling a $10 box of cereal that's not cheap. We looked at our competitors and decided we needed more flavors, and we only had high-fiber and cinnamon." - Christine Ng

• "We realized that we added to our audience set every time we introduced a flavor." - Christine Ng

• "You need a target average dollar value to break out on Amazon. I mean, all marketers know this. You've got a target CPA, you know what kind of like longtime LTV cap you have to hit, you need a certain amount of average dollar value." - Christine Ng

• "Brand marketers need to know that you're going to feel a lot of pain, and I'll tell you why. Because when you do all those little pictures and photos on Amazon, you feel like you're doing a PowerPoint presentation with bullet points. You need to be aware also your pictures need to be very straightforward and tell a story in five slides." - Christine Ng

• "Brand marketers need to remove the glossiness of the campaigns they're building and go back to figuring out what your product does because you have like two seconds." - Christine Ng

• "If you are considering buying an Amazon brand, you need to think about logistics and turnovers because Amazon doesn't like it when you pull inventory. It's also those considerations when you rebrand a brand on Amazon, what you're willing to do, how you will inspire the old brand, or how to transition that." - Christine Ng