Millions of dollars can be spent on marketing, but to build a strong brand, you still need a good product.

Having a high-quality product is what helped the Cooper sports equipment brand reach a 70 percent market share in hockey globally and a 30 percent market share in Major League Baseball, explains Donald Cooper, who now works as a marketing and business strategist (he’s also a keynote speaker on the upcoming RealAg TechTour Live.)

“We built the brand because we had the best stuff,” he explains in this video filmed at the recent Canadian Dairy Xpo in Stratford, Ontario.”We had a product quality and feature advantage.”

dairy cows in the pastureCooper draws parallels between his experience with marketing Cooper equipment and the branding of Canadian milk, noting it all starts with product quality.

“The number one thing they can do is continue to produce a high quality product. The milk marketing board does the actual marketing on behalf of dairy farms and so they’re driving the media component, but the product quality that stands behind the blue cow brand is the responsibility of every single dairy farmer,” he explains.

Register here to catch Donald Cooper on the TechTour Live in early March

Each farmer also bears the responsibility of not tearing down the brand, by failing to meet standards in areas such as animal care, he notes: “An individual farmer can severely damage the image and brand of Canadian milk. That can be a brand killer. Individual farmers have this tremendous responsibility to support our industry with quality milk, efficiently produced, while being kind to animals.”

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