How do I reply to this post providing feedback as to how my peers can improve their product's alignment with the company brand or how the risks could be mitigated?

The organization I chose for my marketing campaign is Teledyne DALSA (TDALSA), located in Waterloo, Canada. The marketing campaign will focus on the Intelligence, Surveillance and Reconnaissance (ISR) products and services line. ISR includes both commercial and military applications. TDALSA is well known for earth observation (space) sensors and cameras but does not have the same recognition for ISR capabilities and products. The critical goal is to produce a "truly great story" to help build the ISR brand (Godin, 1).

One of the core problems the ISR products can address is the provision of several different imaging modalities. Imagers - whether they are sensors or cameras - are available in different wavelengths across the spectrum, such as visible, infrared, and ultra-violet. Another core problem TDALSA's ISR capabilities can address is the ability to offer a complete custom imaging solution - even in low quantities.

Three critical features for TDALSA's ISR line are:

• Canadian-designed and manufactured products
• Proprietary high resolution and multispectral technology building blocks initially developed for space
• Both catalogue and custom products

The ISR capabilities and products align with the company's strengths of providing high-performance digital imaging solutions. The technology building blocks that are in the ISR products align with TDALSA's core capabilities and, in fact, showcase its key strengths.

One of the biggest challenges that prevent compelling storytelling is the inability to talk about previous and current success stories due to non-disclosure agreements and other constraints. This is a "lost opportunity to connect" with potential customers (JWI, 2). However, it is part of the marketing campaign's goals to leverage the stories the company can share, even if it is in other product areas. Another challenge in promoting this product line is competing with several different lines for marketing dollars. This is problematic when competing for finite resources and not being able to share compelling stories with prospective customers. Yet, the ISR products we offer can address a customer's challenge they need to solve and can make their life better, so we need to find a way to tell that story (Welch, 3).