Selling a Feeling, Not a Product
Our guest in this episode has created a successful lifestyle brand company based on this very approach: selling a feeling, not a product. There are countless choices on the market for products within her niche, but what has made her brand a success is its creativity in forming a contagious connection with the hearts of customers.
Gila Kurtz is the co-founder of Dog is Good, a lifestyle brand offering fashionable and humorous apparel and products capturing the unique bond between humans and their dogs. Gila hails from California with her husband and daughter, and has received several prestigious awards for her work in the pet industry, including Women in the Pet Industry Network’s 2017 Woman of the Year.