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{"id":644,"date":"2026-03-05T10:14:38","date_gmt":"2026-03-05T10:14:38","guid":{"rendered":"https:\/\/phmedas.com\/WordPress\/?p=644"},"modified":"2026-05-10T10:41:01","modified_gmt":"2026-05-10T10:41:01","slug":"product-marketing-on-bmc-ics-carbon-aero-cockpit-gen-2","status":"publish","type":"post","link":"https:\/\/phmedas.com\/WordPress\/product-marketing-on-bmc-ics-carbon-aero-cockpit-gen-2\/","title":{"rendered":"Product Marketing on BMC ICS Carbon Aero Cockpit Gen 2"},"content":{"rendered":"\n

As Product Marketing Manager, my role focused on collecting performance data, technical insights, and design intentions, then translating them into visuals and messaging that retailers, media, and riders could easily understand and connect with.<\/p>\n\n\n\n

Like many performance-driven projects, the cockpit evolved through multiple inputs coming from engineering priorities, rider feedback, testing, and design iterations. Transforming all these elements into a coherent and engaging product story became one of the most interesting parts of the process.<\/p>\n\n\n\n

A special thanks goes to Etienne Goy<\/em><\/strong><\/mark> for the quality of his work and support throughout the project. His technical input and collaboration helped elevate the final result and bring clarity to many aspects of the development.<\/p>\n\n\n\n

At the end of the day, product storytelling always requires finding the right balance between technical reality and emotional appeal. The objective is not to exaggerate performance claims, but to present the product in a way that highlights its strengths and helps riders understand where its value truly sits.<\/p>\n\n\n\n

Building the Product Story and DNA Document.<\/h2>\n\n\n\n

Once the story structure and positioning were defined, the copywriting phase started with a first draft built around the available data, technical facts, and product intentions.<\/p>\n\n\n\n

The text was then refined and polished together with Jonathan Camp<\/mark><\/strong><\/em> whose work helped bring more rhythm, clarity, and consistency to the final messaging.<\/p>\n\n\n\n

The document layout was created in Adobe InDesign before being handed over to Fritjog Hilgenfeldt<\/mark><\/strong><\/em>. for final visual execution. Through strong photography, refined product imagery, and consistent BMC branding, the project evolved into a polished and visually compelling presentation.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Speed changes the game. Your equipment needs to evolve.<\/strong><\/h3>\n\n\n\n

The storytelling for this project had to be built once the product definition was already largely established. While not always ideal from a marketing perspective, it also represents where product marketing can bring the most value: identifying the product strengths, structuring the narrative, and connecting technical development with rider expectations.<\/p>\n\n\n\n

The resulting story was built around the areas riders are most likely to value when evaluating a high-performance cockpit: stiffness, integration, aerodynamics, ergonomics, and overall riding feel.<\/p>\n\n\n\n

Rather than focusing purely on aerodynamic claims \u2014 already heavily used throughout the industry \u2014 the communication strategy aimed to create a broader and more differentiated product narrative.<\/p>\n\n\n\n

To organize the presentation of the cockpit\u2019s features and development priorities, the story was segmented into three main themes: Ergonomics, Yin & Yang (weight-to-stiffness), AeroSynthesis.<\/p>\n\n\n\n

These sections helped structure both the technical explanations and the visual storytelling throughout the Product DNA document.<\/p>\n\n\n\n

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