Sandy Dedeian . Product Brand Strategy

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Sandy Dedeian . Product Brand Strategy 🚀 Scaling product brands into category leaders
🎙 Host of The Rectified Podcast
🧠 Creator of the 3R Framework

24/10/2026

Your product doesn’t need to solve a problem 👇

Nobody has a problem that a scented candle solves. Or a collectible. Or a water bottle in one specific colour that people already own four of. All enormous businesses.

They teach us from day one that a product has to solve a problem and that the solution belongs in every pitch deck. That advice has quietly ruined a lot of good brands.

Because the moment you define your product by the problem it solves, you’re in a comparison, and someone will always solve it cheaper. Then price is the only difference left, and you don’t control that.

Here’s the part that isn’t in the video. This is also why “we’re the affordable version of X” is the most dangerous sentence a founder can say about their own brand. You’ve named your competitor, named the problem, and made price the only variable left.

What’s something you bought that solves nothing? 👇

23/10/2026

Everyone’s mad about the Fantasy Bra going to Kylie Jenner. I think it was the right call 👇

The critics are right about the facts. That bra was earned. There was a ladder, and she skipped it.

But that ladder only means something to people who were watching while it existed, and Victoria’s Secret cancelled the show entirely before bringing it back, which tells you what they already knew about their own relevance.

So they did both jobs in one night. The Angels came back for us, and Kylie was there for everybody who has never bought from them.

Here’s what isn’t in the video. Her vlog about it hit close to five million views in about a day, when her normal ones take weeks to get there. A model gets you fashion press. A creator gets you fashion press plus her channel, her comments and her audience, and the brand doesn’t pay twice for it.

The cost is real though. A symbol that gets handed out stops being a symbol.

22/10/2026

The price on the tag is never what you pay, and there’s no law forcing that 👇

Episode 5 of Would It Work Here, where we take brands, products and marketing habits from one part of the world and ask one simple question: would that work here?

In the EU the displayed price legally has to include the tax. Here nothing stops a store from doing the same. They just don’t.

Researchers put tax-included tags on 750 products in a California supermarket and sales dropped about 8%. Same products, same real price. The only change was that people could see it.

Here’s the part that isn’t in the video: this is the clearest proof you’ll ever see that what people pay and what people feel they’re paying are two different numbers, and your pricing page is making that choice whether you’ve thought about it or not.

21/10/2026

What did I miss?

20/10/2026

Sales went flat, so you’re planning a new product? Read this first 👇

Adding doesn’t multiply a product brand, it divides it.

The objection I always get: what if the one product isn’t selling? Then the problem is upstream of how many products you have, and a second one won’t fix it. It’ll just split attention you were already short on.

➡️ I’m Sandy Dedeian, marketing and growth strategist for product founders. Follow for more.

Thoughts? 👇

19/10/2026

Read your comments. The words people use tell you whether you built a need or a want.
A need is the job your product does. A want is everything else, and everything else is where the obsession lives.

The objection I always get on this is the same one: my product is functional, I sell a cleaning spray, I sell supplements, I can’t be a want. You can. Functional categories have cult brands too, and they got there the same way, by building the part nobody needed and putting it somewhere people could see it.

The hard part isn’t understanding any of this. It’s that useful feels like the responsible thing to sell and unnecessary feels like a risk, so founders keep adding proof and specs and sourcing, and the comments keep saying cute.

💬 Tell me what your comments actually say, I’m curious.

👉 Follow me for product growth and marketing strategies.

15/10/2026

Bershka has been everywhere in Europe for decades and only just opened its first North American store.

The part that gets me is that its own sister brands beat it here by years. Zara has been in North America for a long time and Massimo Dutti came back in 2024, both of them with stores in Miami, and Bershka is the one Inditex kept waiting. The first store finally opened at Aventura Mall this past August, and there’s a second one planned in the same city.

So they didn’t guess. They had Zara’s North American data, they had the online numbers, and they waited until the answer was obvious before they put a key in a door. Most of us do the opposite. We launch to find out, and then we call the result a market problem.

Would it work here? Tell me what you think in the comments.

08/10/2026

Content is one of four parts of marketing, and it’s the only one most product founders ever work on. Here’s why that happens.

Content is free, it’s visible, you can do it alone at eleven at night, and it’s the only one of the four that gives you feedback the same day. The other three cost money, require decisions you can’t undo quickly, and the results take months to show up. So of course it’s where everyone lives. That isn’t laziness, it’s the only lever that sits entirely in your hands.

The problem is that when content isn’t working, more content is the one fix that definitely won’t help, because the issue is almost always upstream of it.

If you want an order to work through, it’s this. Your product and your price first, because those decide what you’re even able to say. Then where you sell it, because that changes what people assume about you before they read a word. Then content.

Content amplifies whatever is already there. So if the first three aren’t clear, all your content does is help the confusion travel further.

Save this for the next time you sit down to plan a month of posts, because the planning isn’t the part that’s broken.

06/10/2026

RXBar, Poppi, Oatly and Halo Top all looked completely different before. Here are the numbers I left out of the video.

RXBar redesigned in 2015 and went from two million in sales to a hundred and sixty million by 2017, when Kellogg bought them for six hundred million.

Poppi was called Mother when it went on Shark Tank in 2018, sold in glass bottles as an apple c***r vinegar drink. They renamed and repackaged in 2020, hit around five hundred million in revenue by 2024, and PepsiCo bought them for 1.95 billion.

Oatly relaunched their look in 2014 and doubled their Swedish sales in three years, then IPO’d at roughly ten billion.

Halo Top redesigned in 2015 and became the best selling pint of ice cream in America two years later.
But the numbers aren’t really the lesson, so here’s the test that is.

If a competitor launched an identical product tomorrow, same formula, same price, same quality, would your customers stay? If the honest answer is no, you’re selling a product. That’s not a criticism, it’s just the stage before the other one, and every brand in this video was there first.

Save this for the next time you’re tempted to fix it with a new logo.

01/10/2026

Four beauty brands launched the exact same product because they all used the same supplier. Here’s what to ask yours.

When a manufacturer tells you something is exclusive, most founders hear forever. It almost never means that. It usually means exclusive for a window of time, or within one category, or in one country, and occasionally it means nothing at all, because the mould belongs to them and not to you. So get it in writing with a time period and a territory attached, or plan on the assumption that somebody else will eventually have the same thing.

But the part I’d actually steal from this is the speed.

They were joking about it within hours. Not days. Most brands would have spent three days getting a response approved by three people, and by then the story gets told without you and all you can do is react to a version you didn’t write.

Which is the one situation where being small is a genuine advantage. You don’t need sign-off from a legal team or a brand committee. You can see it happen and post about it twenty minutes later, and that speed is worth more than any crisis plan sitting in a folder.

Save this for the day something goes sideways publicly, because it will.

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