Miki Agrawal not only wants to change how the world thinks about women’s periods, but she wants to liberate women from the constraints of that “time of month”– and she’s doing it one panty at a time.
Ms. Agrawal is CEO and co-founder of THINX, women’s underwear that also doubles as feminine pads.
THINX panties took the practical need for protection (Stayfree pads) and TWISTED it with the sensual way every woman loves to feel (Victoria’s Secret) and created THINX – stylish, comfortable underwear that offers an added layer of protection so women can do more, worry less and feel better about themselves.
One simple TWIST can make a big impact. For every panty sold, one is donated to a women in developing countries to help her live a more productive life without the stigma and encumbrance of lack of supplies.
And by taking something that is a universal need but has traditionally been taboo and addressing it in the open, THINX has become more than a practical product – they symbolize female empowerment and freedom.
What are your customers thinking about – but no one is addressing head on? Let them know you understand and want to help. Your customers will show their appreciationby becoming strong brand advocates.
Brand School is the premier program specifically designed for entrepreneurs and small businesses to help them build their brands. See how Brand School Faculty can help you realize your business’ potential HERE.
“Working with Brand School … opens up so many doors and affects so many areas of your business – an invaluable experience.” – Sarah Hinawi, Executive Director, The Purple Crayon Center for Learning and Innovation
Plastic bottle caps are washing up on ocean shores and posing environmental health and safety concerns. They are actually number 5 in a top 10 list of commonly found pieces of trash on the shores. The problem is clear, but so far no one has come up with a solution to keep these caps out of our oceans and landfills. That’s until now. Clever Caps has taken a conventional water bottle cap and TWISTED it with a Lego block – they’ve created an innovative solution for a world increasingly concerned about environmental pollution and trash build up.
With Clever Caps, users can create everything from furniture, to light fixtures, to art pieces, to children’s toys – and they interlock with similar crafting blocks already on the market.
We were so impressed by this TWIST that we donated to a crowd funding campaign on Indiegogo. You can too.
Just by adding one simple out-of-category twist, Clever Caps created an all-around friendlier bottle cap that’s fun and more environmentally friendly.
Brand School Master Class gives you the tools you need to create the TWIST that will take your business further. Enrolling now HERE.
“Brand School’s guidance and support has helped grow my business to new depths of expansion, creativity and financial worth… and keep it growing and transforming to passionately share what I love with others.” – Deborah Coulter, deborahcoulterartflow.com
Is branding getting harder? Every generation of marketers probably thinks it’s got the biggest challenges (just ask the perpetually scowling Don Draper of Mad Men fame).
But while I believe these are very exciting times for marketers, it does seem like we are in midst of some unique challenges that require not new thinking…but a more diligent adherence to the fundamentals that have always made brands strong.
I discussed this in more detail on a webinar in partnership with a Getty Images. This was an informative event with lots of insight from experts and contributions from webinar participants. I urge you to watch for further events like this to stay up to date on branding and marketing industry news.
Below is a recap of what I see as the top challenges and some strategies to navigate through them (with or without the Don Draper martinis).
3 Top Branding Challenges
#1 Cutting Through the Increasing Clutter
Advertising and messaging clutter is not a new issue, but it’s one that’s getting worse. Why is this? There has been a shift from mass media to a greater number of more targeted channels. However, since most consumers still view multiple channels, this means that they see more messages. The average HH has 300 channels vs. 61 in 2000. Also new technologies mean that consumers are exposed to messages on new devices- like smart phones and tablets. Lastly many retail stores,