Another sustaining trend at the show was the growing demand from retailers for manufacturers to support a unified battery platform across a broad range of tools. This call for interoperability emphasizes a consumer preference that leans heavily towards convenience and sustainability, indicating a shift in market expectations and a potential area for strategic development.

Visually, the variation in how exhibitors presented themselves and their products was notable. Many exhibitors displayed a lack of distinct visual brand language or a strategy for the brand at all. However, I will say there were standout exceptions like Westinghouse and Charbroil, each of whom presented compelling refreshes of their products. These not only captured the attention of attendees, but also likely reinforced their positioning in the market by clearly differentiating their brand identity.

Reflecting on the trip, it has reinforced our perspective on integrating innovation in product and brand. The risk of diluting brand equity is high with aggressive pricing strategies, extending the supply chain a bridge too far, or an over-reliance on existing product reputations. In response, developing a robust brand strategy, product VBL, and roadmap is not merely beneficial—it is essential for thriving in the future. Companies need to craft and maintain a brand strategy that resonates deeply with their evolving consumer base and stands out in a crowded market, ensuring long-term success.