Brand Strategy and Launch | Blaze LTE+ Islands
Blaze was moving into the premium outdoor kitchen space with the LTE+ Islands, its second turnkey island line and first external manufacturing partnership. Details about the partnership and how it would work were slow to surface, so I went cross-functionally across sales, category, and the manufacturing partner to gather enough information to write a proper brief before strategy work could begin. As the lead on brand strategy, I then collaborated with the internal team to develop the positioning, message architecture, and launch readiness to get it there.
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Established positioning and tiering by building a Good, Better, Best hierarchy within the Blaze lineup, defining the island line as the premium tier in terms of materials, assembly, and performance relative to modular competitors.
Developed message architecture that kept outward branding squarely Blaze while selectively leveraging the manufacturing partner's credentials as a material quality proof point, preserving brand clarity without diluting Blaze's ownership in market.
Mapped audience and channel strategy by defining distinct value propositions for high-net-worth consumers, trade professionals, and dealers, then determining how each showed up across the brand website, retail partners, and dealer displays.
Set the GTM strategy and channel brief, then partnered with the channel team to develop their execution plans across dealer, retail, and direct touchpoints.
Led creative direction and launch readiness by orchestrating asset priorities while aligning copy systems and naming structures across 20+ product variants.
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The LTE+ Islands launched successfully as Blaze's first premium outdoor kitchen offering, giving customers a turnkey option that kept the brand competitive with modular and prefabricated rivals. The partnership was executed cleanly with no consumer-facing co-brand dilution. The processes built for this launch, including tiering frameworks, message architecture, and asset readiness gates, became a repeatable foundation for future product tiers and collaborations.
A year after launch, the LTE+ Islands were incorporated into Blaze's next major lifestyle shoot. I developed the full shot list for that production, ensuring the line was represented in a way that supported its premium positioning in market.