Brands That Get You
 
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BRANDS THAT GET YOU

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Power up your nap⚡️Here's a brand positioning lesson from Nap York, a 24 hour napping lounge in the heart of the city that never sleeps ✨✨✨ Sleep is the ultimate luxury. And in a world where we’re on-on-on and go-go-go, grabbing a few extra Z’s can give that extra cup of coffee a run for its beans. But where to go and how to get your relax-and-refresh on can be problematic. ✨✨✨ At Nap York, anyone can pop by and pay for a 30 minute power nap in a space designed for sleeping only. From the dim and calming venue filled with 500 green plants to thoughtful amenities like slippers, hot towels and tea to sleeping pods and rooftop hammock options. ✨✨✨ And one of the most invigorating things about NapYork’s view on slumber is how they’re positioning their 30 winks: “New York’s first recharge station for those who power the world.” In this statement, they’re directly positioning naps for the ambitious select rather than the sluggish masses. They make naps a smart choice, taken for brain-boosting benefits, and identifying as a “napper” akin to entrance into an intelligent society. ⚡️Insight⚡️Unique positioning is one of the most impactful ways to make a statement with your brand. Is there anything you can flip the script (or the mattress) on? #brandsthatgetyou
One size never fits all💥Here’s how a lingerie brand breaks down standards and builds up customers✨✨✨... When Aerie launched in 2014, they made a bold statement—a pledge to only use un-airbrushed, un-photoshopped images of models. At the time, the trend towards showing real beauty was just beginning, and few brands were willing to put a complete kibosh on the magic of retouching. ✨✨✨ F/F to 2018, and Aerie has not only abided by their pledge but widened the playing field for “role models” (their spin on models)—casting real women of all body types, ages, sizes and races as well as women with disabilities, chronic illness, surgery scars, and other conditions in their latest campaign. ✨✨✨ What’s so special about the #AerieReal approach is how it (1) connects with their customers, letting them see themselves represented and (2) connects with their core message of body positivity—which is about actually feeling good in your undies with improvements on everything from sizing to comfort. ⚡️Insight⚡️ Think about how to represent your customers and your core message throughout everything you do—whether you’re building a product, creating an experience or shooting an ad. It will push up, separate and support your brand for years to come. #brandsthatgetyou
Kick up the pace👟How Orangetheory uncovered a new audience & evolved their brand✨✨✨ Fitness can be fickle—as new studios pop up every day to transform you into a superhuman. And the best have followed in the bike tracks of Soul Cycle, establishing strong communities and a cult-ish mentality. ✨✨✨ Enter Orangetheory, which has grown to 600,000 members at 1,000 gyms across 16 countries. Initially, Orangetheory focused on what they believed was their main audience: women around the age of 35 with high incomes. But through AI insights, they found they had more of a following among women and men 18-25—a majority whom came from sports and music platforms. ✨✨✨ This year, Orangetheory launched its first big brand campaign “More Orangetheory, More Life.” The campaign taps into their new target’s mindset :: touting the gym-life connection, the drive for more and personal achievement. They’ve also made a music play, partnering with iHeartRadio. ⚡️Insight⚡️ Your brand needs to evolve with your audience. The customer you profiled when you first launched might have different interests now—or you might find your brand today attracts a totally different mindset. Check in with who you’re talking to and adjust your program. #brandsthatgetyou
LIVE in San Francisco💥Tomorrow, I’ll be speaking about how to be a mission-driven brand in a value-driven world⚡️Join me at the table for a thought provoking dinner convo with Shalon and Peak Design at Peak Design’s Hayes Valley store✨✨✨... Topics on the menu will include the responsibility brands have to “do the right thing,” what it means to be mission driven as a company, how brands can use their voice without alienating potential customers and how customers can effectively communicate with brands when they want change. #brandsthatgetyou
Misfits on a mission🥕This fresh juice brand puts purpose in products—and the squeeze on food waste✨✨✨... At this point, we’ve accepted the fact that people charge $10+ for a juice. And the market for fresh pressed beverages is literally overflowing. But among the many fruit-forward players in the space, Misfit Juicery stands out because it isn’t really a juice company; it’s a genuine solution to our growing food waste problem. ✨✨✨ They use 70-80% “misfit” produce to make their juices—all the not-so-pretty but still usable produce and scraps deemed not-pretty-enough for supermarket shelves. Their purpose is super clear stop food waste in its tracks and reimagine the way we engage with food by finding flavor, purpose, and personality in the misfits. And everything about their brand—from their language to their packaging to their crazy clever imagery that has fun with odd-looking produce—picks up on this misfits-on-a-mission vibe. ⚡️Insight⚡️ There’s a reason why you started your company that goes beyond “let’s make some stuff!” And it’s a reason people can get behind. Think about creative ways you can put more soul in your brand with your why—and create your own band of merry misfits. #brandsthatgetyou
Joy, you just got sparked 🌸 How Marie Kondo’s branding gets you to pay $89 for an empty box✨✨✨ The Life Changing Magic of Tidying Up. If you haven’t read it—you’ve seen it on a friend’s bookshelf and heard about how they’re tossing all the items that don’t bring joy to their lives. Kondo has built an empire of joyous citizens, and a lifestyle brand and products are the natural extension. ✨✨✨Kondo’s boxes are clean, minimal and beautiful—created by Apple’s former head of packaging and the result of research, measuring all of the most popular drawers and tested for every potential storage situation. ✨✨✨But what Kondo is selling isn’t just the boxes—it’s the experience and feeling she’s creating around them. Before the boxes get to you, you receive aspirational emails to help you prep for and organize your ideal life: organization, mindfulness, philosophy, and wellness. ⚡️Insight⚡️A product is more than a sum of its physical parts. The experience you’re creating and the lifestyle you want your customer to aspire towards are critical components. Think about how you can engage from the moment of purchase, before you’ve even shipped. The answer could be as simple as a series of emails. But sometimes most simple brings the most brand joy. #brandsthatgetyou
Franchise wars🤖Here’s how Taco Bell’s time-traveling pop up won the battle of the Comic Con activations✨✨✨ At Comic-Con, the competition for eyeballs is crazy high. And this year, the most buzzed about award went to Taco Bell for their immersive dining experience—a recreation of the upscale TBell featured in Demolition Man to celebrate the film’s 25th anniversary. Set in 2032, the world of Demolition Man is a universe of all Taco Bells. Literally, it is the only restaurant. ✨✨✨They went full tilt on the recreation: “biochipped” hand stamps, fluorescent artwork, waiters in costume and a four course meal of fancy-styled foods. But the best thing about this activation was how well the TBell team understood their audience. ⚡️Insight⚡️As pop up shops become the norm and presence at festivals rises, brands put a LOT of thought into their stories and the design of their spaces. But they often forget to think about their audiences :: Who is going to be there? What will they be in the mood for? What might excite them the most? How could you solve a problem for them in the moment? Tying into both (1) the space and (2) your customer’s mindset is what will make your IRL experience memorable far into the future… dare I say 2032? #brandsthatgetyou
⚡️The BIG premiere of my Branding Sprint for Startups⚡️We packed the house at General Assembly—and this fall, I'll be running a more in-depth, guided version of The Branding Sprint (a full day bootcamp option + an online course option!) 💨I'll also be giving The Branding Sprint talk LIVE again soon AND holding bimonthly open office hours for startups who have questions 🎥 Plus I’ll be partnering on Branding Sprint videos with the crazy talented @mixedmediamonster who came out to film the event👏So give me a shout if you want to be in the loop or keep following me here💥Excited to put these ideas out into the world—and give more startups the tools they need to STAND OUT from the start⚡️And if you were there for the talk, thank you SO much for coming out! I'd LOVE to hear your feedback on how the techniques work for you—so please keep in touch. #brandsthatgetyou
Ready to get your Branding Sprint on?⚡️I'll be presenting A Branding Sprint for Startups LIVE at General Assembly SF next Wednesday, August 8 at 6:15PM💥It's my simple six-part cycle you can follow to build a better brand right now (no agency or marketing experience needed) 💨Plus: Get actionable insights that help you connect with customers immediately. Learn the must-haves for your brand today. And hear branding stories from startups across industries✨✨✨Did I mention it's free? Come make your startup a standout☝️🔝Link in bio #brandsthatgetyou
 
 
 
 
 
 
 
 
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