Despite heavy investment in research and development, a staggeringly high percentage of new products generate disappointing results. According to Bloodhound Group CEO Jim Cobb, oftentimes the problem isn’t the product, but rather the strategy.
Cobb shared his thoughts on the pitfalls that can derail a product launch in a recent interview for USA Today. Chief among these is messaging focused on the wrong thing. Even for innovations that solve real problems, Cobb says, “Companies are still going to market with messaging that focuses on what the product does, not why it matters. And that disconnect is fatal.”
The source of this off-target communication strategy is usually internal, stemming from product development, marketing and sales 
team silos. Rushing to hit quarterly revenue goals can also cause companies to shortcut the rollout process and run into unexpected problems. Over-dependence on bottom-of-the-funnel tactics such as discounts and limited-time offers bypasses building emotional resonance into messaging to create customer loyalty.
Cobb discussed The Bloodhound Group’s different methodology, which focuses on understanding the customer deeply and strategically. The approach begins with human nature, blending neuroscience and behavioral psychology into branding and product strategy through asking questions such as, what emotional pain point does this product address? “The decisions consumers make are rarely logical. They’re emotional. Behavioral science allows us to uncover what people can’t articulate, even to themselves,” Cobb says.
Beyond getting the messaging right, BHG works with clients to ensure internal operational alignment and integrated teams, to make certain everyone is driving toward the same vision. Tailoring rollout speed and scope to test the market and help ensure customer engagement is another important part of the process.
BHG functions as a strategic partner for generating sustainable, profitable growth, by guiding clients to utilize behavioral insight and challenge outdated assumptions. “Branding isn’t fluff,” Cobb concludes. “It’s the glue that holds together your vision, your product, your team and your customer. And if you don’t get that right, no amount of innovation will save you.”