Justin Segal @ Storkcraft: How to bring out the best of an 80 year old brand

Show Notes: In this podcast episode, Justin, a former L'Oréal employee, discusses his career journey to leading brand and product strategy at Storkcraft, his family's business. He shares insights on his transition from the cosmetics industry to the baby furniture market, emphasizing the importance of creating a strong brand identity and offering versatile, long-lasting products. Justin also touches on the potential societal impact of changing family dynamics and his personal commitment to philanthropy, influenced by his family's legacy. About Justin Segal: As the Director of Product and Brand Management at Storkcraft—North America’s longest-standing name in baby cribs—Justin has been instrumental in reviving Storkcraft’s product portfolio, driving Storkcraft’s omnichannel growth, and breathing new life into the Storkcraft brand. Under Justin’s leadership, Storkcraft—makers of dream nurseries since 1945—has established itself as an industry leader in terms of style, safety, innovation, and parent-focused features – all while enhancing the brand’s philanthropic DNA to give back to the families and communities that Storkcraft serves. Timestamps: Justin's Background and International Upbringing (00:01:00) Justin discusses his international upbringing and affinity for different cultures and countries. Transition from USC to L'Oréal (00:05:06) Justin talks about his interest in product and brand management and his journey from USC to working at L'Oréal. Challenges and Transition to Storkcraft (00:10:30) Justin shares the challenges and trigger point that led to his transition to Storkcraft, a family-owned business. Repositioning Storkcraft Brand (00:12:00) Justin discusses the transition of Storkcraft under his brother's leadership and his role in giving the brand a unique voice and story. Sustaining Brand Differentiation (00:19:56) Justin explains the importance of genuine connections with customers and continuous innovation to sustain the uniqueness of Storkcraft in the baby products space. Developing Product Lines (00:22:07) Discussion on expanding product lines and categories complementary to the current offerings. Brand Story in Retail (00:24:08) Exploring the integration of brand story and product information in retail stores, using Indigo as an example. Product Longevity and Recirculation (00:26:00) Explaining the concept of convertible, multi-use furniture and the idea of repurposing products as children grow. Storkcraft Next Brand (00:28:46) Introducing the new brand, Storkcraft Next, and discussing the concept of evolving products for different life stages. Societal Impact and Future Trends (00:30:23) Reflecting on the potential impact of changing family dynamics on society and business. Philanthropy Work (00:32:44) Sharing personal and family values around philanthropy and discussing specific initiatives, including designing shirts for fundraising. Business Impact and Social Responsibility (00:36:10) Exploring the broader impact beyond business and directing to Storkcraft's website and social media for more information. This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands https://dilliecreative.com/