Tobacco Business

[ 14 ] TOBACCO BUSINESS [ MAY / JUNE | 21 ] W LETTER FROM THE EDITOR When you aren’t in the room, what do people you know have to say about you? Depending on who you are and what you’ve done in your life and your career, that could either be a very frightening question or one that makes you feel a bit prideful and braggadocious. What this comes down to is another important question—what’s your brand? Personally, branding is one of my favorite business subjects. Without good branding, a product will never take off. Good personal branding can open doors for you long before you physically set foot in somebody’s office. Bad decisions can lead to a weaker brand. You see, branding is really the glue that holds a business together, and in a way, we’re all taking part in branding each and every day to some degree. While branding is deeply integrated into many facets of life and society, it’s not something most people wake up and give much thought to (although we should). Think about the entertainment business. Who do you follow, listen to, watch and feel inspired by? Regardless of who that person is, it’s probably because their brand appeals to you. Think about the products that you buy regularly. How many other products of the same sort are on the market and why do you choose to buy the ones that you do? It’s because of—you called it—the branding! There’s a dichotomy at play when it comes to branding. Good branding relies on a commitment to certain principles and values, but at the same time, branding is all about changing. People, businesses and companies all evolve and change with time, and yet they must also find a way to maintain their brand. Remember when Apple’s brand was just super expensive computers found in schools? Now that brand has evolved into much more. Apple is synonymous with innovation and technological advancement (hello, iPhone, iPad, Apple Watch and maybe someday an iCar!). People and their personal brands also change and evolve with time. Think of Oprah Winfrey, who went from being a local Chicago television personality to a media mogul and journalist known around the world. Branding and change is happening all the time, even in the premium tobacco industries. Dylan Austin is a professional in the premium cigar industry with experience handling changes while also building brands. Over the years, Austin has brought life and personality to various Davidoff brands, such as Camacho. As the president of Davidoff of Americas, Austin is leading a dynamic team in its efforts to market and promote premium cigars to a consumer base that’s continually changing and evolving. In this issue of Tobacco Business there are also other stories of branding and change. Patrick Mulcahy is addressing changing tobacco consumer preferences with the introduction of NIIN, a tobacco-free nicotine pouch brand. Margaret Caldwell focused on the story and look of her product and company, Caldwell Botanicals, to create a brand that stands out in a crowded market. These are just a few of the stories that will likely change how you handle and look at your branding. Change is inevitable, but rather than fear it or avoid it, we have to learn to live and work with it. When it comes to branding, change can either wreak havoc and undo weeks or sometimes years of work, or change can be mastered and make a brand stronger than it was before. Branding is what people say, think or believe about you, your products and your business when you aren’t around. Make sure your branding is so good that you’ll leave people with nothing more than good vibes about you and your business, even when things are constantly changing. What’s Your Brand? Antoine D. Reid Senior Editor antoinereid@tobaccobusiness.com @TobaccoBizOnline tobaccobusiness.com /tobaccobusiness @TobaccoBizMag /company/tobacco- media-group-tmg- WHERE TO FIND US! We're on all your favorite platforms.