How brands can create buzz through hero products

London - Hero products are the essence of connecting with a brand. They generate buzz and shine a light on a brand in a way not all products are seen as equal. Apple has its iPhone, Hermes the Birkin bag and Levi's its 501 jeans. But all of these brands sell a plethora of other products, but is their core hero items which companies can leverage to push profitability and potential by making the most of them.

According to Bain & Company, a hero product has to be kept 'fit' by updating, upgrading an animating. A hero can then be turned into a superhero, by addressing new needs and new occasions, For example, at Levi's the 501 jean line was later expanded with denim jackets, shorts and t-shirts, to attract a new consumers.

When brands stay on top of consumer needs, they can create new heroes by exploring new consideration sets. Some areas to consider include the characteristics that makes your product special, and how can you add a little bit of that specialness to all your products. Whether it be materials and fabrics, functionalities and features you can extend the glow of your hero product into your entire line. For example, Christian Louboutin's eponymous red sole is now featured on a diverse set of products, and recently expanded into lipsticks and nail varnish.

Designing a hero product from scratch is no easy task, but there’s opportunity in taking the feedback from consumers and making a hero of an existing product.

Photo credit: Christian Louboutin