Awarded Executive · Brand & Product Expert
My Expertise
Brand
On birthing and growing brands.
Myth #1: Brand = Visual identity
Thinking that a logo, a packaging and some colours are what make up a brand, is like thinking that a hat, a coat and some perfume are what make up a person.
A brand is an entity with a personality, a voice, a definitive style and appearance, values that drive its decisions, and specific people it is designed to appeal to. Great branding is memorable and category defining and, once born (read: strategically built), a brand needs constant nurturing. Most of all, it needs to be 'taken out' to show-off.
Product Development
On developing products that people want.
Myth #2: NPD is for engineers
An engineer will create a functioning product. A market expert will create a needed product. A brand expert will create a desirable product.
The product development process should not exclude any of these: start with need and usefulness in mind, continue with creating a functioning unit, and finish with wrapping it in desirability. A sales expert will have no issue selling it, and the press will love to feature the new hot item in town.
Communication
On carving out and claiming space.
Myth #3: Communication = Press Releases
A press release, storytelling, social media and PR are communication tools, not complete communication. So is branding, and even product packaging.
No communication act can be an accident. Purposeful and strategically mapped out external and internal communication will ensure consistency. With consistency come credibility, recognisability and a future-proof brand identity. Not to mention the ability to position yourself exactly where you need to be. Or create a new space altogether.
Testimonials
Said about my work
Fredrika Gullfot, CEO Simris
WIRED Magazine, October 2015
"My success with Simris is to a great extent due to my amazing team of superheroes. In particular Daphne Jaeschke, our Head of Marketing, deserves a huge shout out for the stellar work she has done with the brand. I wouldn’t be standing on the WIRED2015 stage if I still were the geek I was when we started working together. She is essentially the founder of the Simris brand, and taught us biologists and engineers how to reach out in the world."
Digiday/Glossy+ US Edition
Glossy Awards, March 2020
"As the commercial director of Simris, Jaeschke oversees all brand operations including marketing, communication and product development. Since joining the company eight years ago, Simris has grown from a biotech startup to a consumer wellness brand that is now listed on the Nasdaq First North growth market in Stockholm."
Recognition, Awards, Commercial Success
My strategic brand, product development, and communication work for Simris enjoyed considerable recognition and acceptance over my tenure (2011-2022,) from both local and international press, as well as industry experts and award committees. Most importantly, the brand earned a loyal consumer base loving and trusting it, and reputable retailers across the globe readily taking on its assortment.
Similarly, since joining Inika Superfoods in 2022, the young brand solidified its positioning within the lifestyle wellness space, and quickly saw press and key retail partner endorsements, both domestically and internationally.
Future Leader Award
Digiday/Glossy+ US Future Leaders Awards 2020
Winner of the Wellness category, the awards recognise the next generation of leaders across the media and marketing, fashion, beauty, wellness and retail industries.
