Why A Struggling Product May Actually Have A Brand Problem

A product that isn’t selling might not have a product problem.

In this episode of The Inventory, Brian Cole, Marketing Strategy and Operations Leader, and Theresa Goodall, Creative Director at Element Three, talk about how brands can determine whether a struggling product is facing a product issue or a deeper brand challenge.

Across industries like RV, marine, and other OEM-to-dealer markets, companies are often quick to blame the product when sales slow down. This episode explores how awareness, differentiation, positioning, customer satisfaction, and buying behavior all play a role in diagnosing what is really preventing a product from succeeding.

The conversation breaks down practical ways teams can find the answer—like talking with dealers and sales teams, understanding whether customers buy at the brand or product level, evaluating market and portfolio performance, and creating stronger alignment between product, marketing, and sales.

You’ll learn:

• How to diagnose whether a struggling product has a product problem or a brand problem
• Why customer buying behavior reveals where awareness and positioning issues exist
• How sales, marketing, and product teams can align to better understand product performance