Develop a Brand Centric Product Development Process

Documented on one piece of paper, the product fit chart provides a vehicle for healthy discussion and debate about whether a product is brand enhancing or brand detracting. The best product development conversations don’t simply circle around whether a product is in or out, but delve into the deeper question of why. Why is this product ours to create or add to the line? Why haven’t our competitors done something similar? Product fit charts help clarify brand direction and enable a staff of merchants, buyers and developers to literally be on the same page as they deal with various product categories, vendors, etc. Take the time as a team to create one. Another helpful exercise is to try to create product fit charts for your top three competitors.