07 Dec Building Brands People Actually Keep Coming Back To
Repeat purchase is not an accident. It is designed.
At Jocott Brands, we spend a lot of time thinking about what happens after someone tries a product for the first time. The first purchase can be driven by curiosity. Packaging, positioning, a recommendation, a strong display. But the second purchase is earned through performance, clarity, and trust.
In this short interview-style Q&A, we are sharing how we build brands that keep the consumer at the center, while delivering what retailers and partners need. Velocity, consistency, and long-term category growth.
What does consumer-first mean at Jocott Brands?
It means we start with the problem, not the product. Before anything gets designed, we map the real-world moments where the consumer needs something to work quickly and clearly. The best brands do not ask people to learn them. They fit naturally into routines.
Consumer-first also means we do not hide behind vague claims. If we cannot explain the value in one sentence, we are not ready. If the product cannot deliver on that sentence, we do not ship it.
How do you decide which categories to enter?
We look for categories where expectations are high, but satisfaction is low. We also look for room to create a clearer promise and better execution. Then we confirm that we can improve the retail experience through packaging and storytelling.
We evaluate whether we can build a brand with long-term relevance, not just a trend. That usually comes from solving a persistent problem better than what exists today, and doing it with a voice that feels modern and confident.
What role does design play?
Design is strategy. It is not decoration.
Packaging is the first conversation a brand has with someone who is busy, scanning shelves, and making a decision in seconds. We aim for clarity, hierarchy, and confidence so the shopper instantly understands what it is, why it is better, and who it is for.
Great design also helps the retailer. It creates cleaner shelves, stronger blocks, faster recognition, and easier replenishment.
How do you think about innovation?
Innovation is not more features. It is fewer compromises.
Sometimes innovation is formulation. Sometimes it is packaging, sizing, or simplifying the choice. Often it is a combination. We also treat innovation as measurable. If we cannot track the improvement in conversion, repeat, or satisfaction, it is not innovation.
What is the biggest misconception about brand building?
That the brand is the logo.
” A brand is a promise you can keep at scale. It is how the product feels, how the message reads, how consistent the experience is, and how quickly trust builds. When those elements align, brand building becomes compounding. Every touchpoint reinforces the next.”
What makes Jocott Brands different?
We are builders. We combine consumer insight, product performance, brand storytelling, and retail execution into one system.
We move fast, but not carelessly. We are selective about what we launch, and we stay focused on what drives long-term value. Performance, clarity, and repeat purchase.
“The first purchase can be curiosity. The second purchase is the proof.”
What is next?
Matthew Lutrell
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Alice Johnson
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