Make a Market 

04

The new blood models combine brand, product, and transaction all in one package delivered all in one click. 

‘The product isn’t the end widget it’s the entire funnel and everything that goes with it,‘ said Aaron Magness, Chief Marketing Officer, Brandless, whose packaging and name sound like a generic brand, but with data built in, is a brand that simplifies the shopping experience through streamlined product offerings. Brandless limits its selection to ‘better everything‘ across household products rather than selling everything.

Elizabeth Geri, Matt Hofherr and Aaron Magness discuss a Brandless World.

Armed with robust data insights, creativity and a challenger mentality, today’s start-ups are disrupting business models, challenging legacy brands by creating communities around passion points to create and fuel new markets. No focus groups are required. All of their research is tabulated in purchases and spending patterns.

New blood brands such as Brandless, Away, and Hubble shared their secret sauce and in the process provided legacy brands with lessons that they can apply to their own brands. Away found an opening in the luggage industry when one of its founders realised that the luggage industry was built around utility and function rather than the emotion of travel.

‘A brand today doesn’t belong to the company,‘ says Matt Hofherr, Co-Founder and Chief Strategy Officer, M/H VCCP. ‘The definition of a brand has changed. A brand is now owned by the community, it is owned by the consumer. They demand brands on their terms.‘


THE LEAD

Data has unlocked a new roadmap for marketers to build brands and reach new niches that were previously unreachable.

‘We looked at cases for inclusion, sustainability, environment, and business plans,‘ says Bill Yom, Global Creative Director, Cheil Worldwide, South Korea, Jury President, Innovation. ‘But this case is saving lives. It’s simply saving lives. It’s something so huge you can’t deny.‘

Wavio and its agency, Area 23, opened up the market for home safety for hearing-impaired individuals to see sounds through a plug-in device that can identify 75 household sounds and send alerts through a mobile app.

Legacy brands are also using data and technology to create new markets as they strive to stay relevant with consumers.

In a twist for the visually driven and high-production value network, HBO, the channel developed and deployed two hours' worth of gaming to Alexa Voice to promote its show, Westworld. Using just their imaginations and ears, more than 10,000 fans tried to solve ‘The Maze.‘ Generating over 500 million earned media impressions, ‘The Maze‘ took a Grand Prix in Radio and Audio.  

HBO took a Grand Prix in Radio and Audio for voice game on Alexa.

Aaron Magness
CMO, Brandless

‘It’s not just about selling products any more. It’s about shared common beliefs.‘

Become a disruptor—move faster, be nimble, stay current with culture, and know your customer.

FOR YOUR CONSIDERATION

‘When we launched, we did it in a way to immediately make a statement in a category saturated with communications around features and functions,‘ said Selena Kalvaria, Senior Vice President, Marketing, Away. ‘Any type of emotion was neglected. It’s the fact that luggage enables you to travel, which is the experience everyone was craving. From the beginning, our storytelling and community was at the heart. The product was launched without a product being ready to go, so we launched with a book about travel and a certificate to buy the luggage when it became available.‘

Away: The Perfect Luggage for the Modern Traveler

More

©Copyright Ascential Events (Europe) Limited

04

Make a Market 

The new blood models combine brand, product, and transaction all in one package delivered all in one click. 

‘The product isn’t the end widget it’s the entire funnel and everything that goes with it,‘ said Aaron Magness, Chief Marketing Officer, Brandless, whose packaging and name sound like a generic brand, but with data built in, is a brand that simplifies the shopping experience through streamlined product offerings. Brandless limits its selection to ‘better everything‘ across household products rather than selling everything.

Elizabeth Geri, Matt Hofherr and Aaron Magness discuss a Brandless World.

THE LEAD

Data has unlocked a new roadmap for marketers to build brands and reach new niches that were previously unreachable.

Armed with robust data insights, creativity and a challenger mentality, today’s start-ups are disrupting business models, challenging legacy brands by creating communities around passion points to create and fuel new markets. No focus groups are required. All of their research is tabulated in purchases and spending patterns.

New blood brands such as Brandless, Away, and Hubble shared their secret sauce and in the process provided legacy brands with lessons that they can apply to their own brands. Away found an opening in the luggage industry when one of its founders realised that the luggage industry was built around utility and function rather than the emotion of travel.

‘A brand today doesn’t belong to the company,‘ says Matt Hofherr, Co-Founder and Chief Strategy Officer, M/H VCCP. ‘The definition of a brand has changed. A brand is now owned by the community, it is owned by the consumer. They demand brands on their terms.‘


‘We looked at cases for inclusion, sustainability, environment, and business plans,‘ says Bill Yom, Global Creative Director, Cheil Worldwide, South Korea, Jury President, Innovation. ‘But this case is saving lives. It’s simply saving lives. It’s something so huge you can’t deny.‘

Wavio and its agency, Area 23, opened up the market for home safety for hearing-impaired individuals to see sounds through a plug-in device that can identify 75 household sounds and send alerts through a mobile app.

Legacy brands are also using data and technology to create new markets as they strive to stay relevant with consumers.

In a twist for the visually driven and high-production value network, HBO, the channel developed and deployed two hours' worth of gaming to Alexa Voice to promote its show, Westworld. Using just their imaginations and ears, more than 10,000 fans tried to solve ‘The Maze.‘ Generating over 500 million earned media impressions, ‘The Maze‘ took a Grand Prix in Radio and Audio.  

HBO took a Grand Prix in Radio and Audio for voice game on Alexa.

Become a disruptor—move faster, be nimble, stay current with culture, and know your customer.

FOR YOUR CONSIDERATION

Aaron Magness
CMO, Brandless

“It’s not just about selling products any more. It’s about shared common beliefs.”

“From Day one these brands are
built to perform. They’re faster. They’re nimble. They’re quicker. They understand “they“ have to be true to themselves and current with culture.“

Matt Hoffherr
Co-Founder and Chief Strategy Officer M/H VCCP

Away: The Perfect Luggage for the Modern Traveler

‘When we launched, we did it in a way to immediately make a statement in a category saturated with communications around features and functions,‘ said Selena Kalvaria, Senior Vice President, Marketing, Away. ‘Any type of emotion was neglected. It’s the fact that luggage enables you to travel, which is the experience everyone was craving. From the beginning, our storytelling and community was at the heart. The product was launched without a product being ready to go, so we launched with a book about travel and a certificate to buy the luggage when it became available.‘

More

©Copyright Ascential Events (Europe) Limited