Draw Up Your Brand’s Road Map

Ben & Jerry’s uses a product fit chart to help it discern which quirky gift items are “theirs to do” as it creates a selection of brand- and customer-centric products to offer visitors to its tourist-attraction headquarters in Waterbury, Vt.

What’s more, in Scott Robinette’s book, “Emotion Marketing,” (McGraw Hill Professional, 2001) he highlights greeting card manufacturer Hallmark’s process of creating a product fit chart. As part of a leadership initiative, Robinette notes that a 20-person Hallmark team examined nearly 300 different products and generated a list of their most compelling characteristics. As a result, Hallmark’s creative staff now assesses new products — from greeting cards to home décor — against these 12 attributes of compelling products.