Sandy Dedeian . Product Brand Strategy

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

04/09/2026

I put my phone down so I could spend some quality time with my mom but she did not get the memo 😅

Tag the person who does this to you.

01/09/2026

Black Friday is three months away, and the product brands that win it are already doing the boring work right now.

Here’s the timeline the video didn’t have room for.

September is for the list. Every subscriber you collect now costs a fraction of what one will cost you in November, when every brand in your category is bidding on the same attention.

October is for the offer and the inventory. Both need lead time, and both get ruined by being decided in a panic.

November is for ex*****on only. If you’re still figuring out what your offer is in November, you’ve already lost the margin.

For anyone wondering, that was English, French, Arabic and Armenian, all in one sentence, and yes we actually work in all of them.

Send this to a founder who’s planning to figure out Black Friday in November.

Video inspired by Dr. Shereene Idriss

31/08/2026

How do you charge more than your competitors and still sell? Purely Elizabeth just sold to Ferrero for 850 million dollars.

If you want to charge more, your customer needs one reason they can repeat to someone else. Not five reasons they have to read on the back of the pack, one they can say out loud. And that reason almost always comes from one of five places: what’s in it, how it’s made, where it comes from, what it does, or who it’s for. Pick the one that’s actually true for you and then make it impossible to miss, on the packaging, on the page, and in the very first line of your product description.

Then check everything else against it, because a premium price sitting next to budget photography and a generic description doesn’t read as premium, it reads as overpriced. Same number, completely different meaning.

And most brands stuck in the middle got there by accident. Too expensive for the people shopping on price, and not distinctive enough for the people who would happily pay more.

Send this to a founder who’s been scared to raise their prices.

27/08/2026

Marks & Spencer failed in Canada and walked away in the nineties, then Trader Joe’s spent twenty five years building an empire on premium private label food, which is close to what M&S was already selling here. That is what being early costs a brand.

If you run a product business, here is how to tell the difference between early and wrong. If customers understand what you sell and still don’t buy it, you have a positioning problem. If they don’t understand the category yet, and you keep having to explain why your product should exist, then you’re early. Being early means you are paying to educate a market that somebody else will eventually sell to.

Early doesn’t mean stop, though. It means keeping your costs light, protecting your cash, and staying alive long enough for the market to catch up, because the brands that end up owning a category are rarely the ones who invented it.

So tell me, do you think Marks & Spencer would work here today?

*These episodes are my personal opinion. A professional recommendation would require proper market research and data.

24/08/2026

Why do product brands with huge audiences still fail? Unwell had millions of followers and shut down in 19 months.

Here’s the part that matters if you sell a product. Awareness gets you the first sale, and nothing else does.

Every launch looks the same in the beginning, because friends, family, followers and curious strangers all buy once. That first spike tells you people heard about you. It tells you nothing about whether anyone liked it enough to come back.

So the number worth watching isn’t your launch week, it’s how many of those buyers came back on their own, without a discount code and without being reminded. For anything consumable, that repeat rate is the whole business, because you’re not selling a purchase, you’re selling a habit.

If you’re not tracking it yet, start this month. It’s the earliest honest signal you’ll get about whether you’ve built a brand or just had a moment.

Send this to a founder who’s about to launch something new.

21/08/2026

If a product isn’t selling on your website, move it to your homepage hero before you assume nobody wants it.

Here’s how to actually run that test, because most people try it for three days and call it a result.
Pick one product, put it in your hero image or your featured section, and leave it there for at least two or three weeks so that enough people walk past it for the numbers to mean anything. Change nothing else during that window, not the price, not the photos, not the description, because if you change three things at once you’ll never know which one did the work.

Then compare its views and its sales to the weeks before. If views go up and sales stay flat, you finally have real information, because people saw it and chose not to buy, and that’s an actual answer about the product. If the views were low the whole time, you never had an answer at all, you just had silence.

Your homepage isn’t the only prime real estate you own! The order of your navigation, the first collection someone lands on, your emails, even the page people see right after they check out, are all spots with traffic, and most of them are sitting there empty.

Send this to a founder who’s about to discontinue a product.

19/08/2026

Most brands that think they need a rebrand actually need a refresh, and those two things are not the same.

A refresh keeps you recognizable and just tightens everything up. Same name, same colors, same feel, but better type, better photos, and real consistency across everything you put out. Your customer never notices a transition, they just quietly register that you look more put together than before.

A rebrand changes who you are to them. New name, new colors, new personality, new promise. That’s a strategic decision and not a design decision, so it needs a much better reason than not loving it anymore.

Here’s the question I’d ask before touching anything. If your branding disappeared tomorrow and all your customer had left were your words, would they still understand why you’re the right choice for them? If the answer is no, then your logo was never the problem.

So let me know in the comments, how long have you had your current branding?

17/08/2026

As entrepreneurs, optimizing becomes our full time job! But we sometimes forget to take care of ourselves internally. We forget that our souls needs to be fed too and not just our bodies and feeding it with TikTok’s and Reels is not the optimal solution. ‹‹What I usually do whenever I feel like I need to feed my soul is:‹✹ Pray & meditate
✹ Silent walks without music or podcast in my ears ‹✹ Time with my family & loved ones

What do you do when you feel that you need to feed your soul?

12/08/2026

I got you 📈 Sandy Dedeian | Product Brand Strategy

-
product brand, product brand founder, e-commerce founder, e-commerce business, marketing, growth, strategy, brand, brand building, brand growth.

12/08/2026

You don’t really need a crazy filming setup just take your phone, start filming and post! ‹‹What I use to film my videos:‹📾: apple iPhone 16 Pro Max â€šđŸŽ™ïž: DJI Mic 2 & Hollyland North America Lark M2
Tripod and light from Amazon

Adresse

La Croisette
Cannes
06400

Site Web

Notifications

Soyez le premier à savoir et laissez-nous vous envoyer un courriel lorsque Sandy Dedeian . Product Brand Strategy publie des nouvelles et des promotions. Votre adresse e-mail ne sera pas utilisée à d'autres fins, et vous pouvez vous désabonner à tout moment.

Raccourcis

Partager

Type