Category: Brand

Forget Designer. In Fashion, Fresh and Modern Win the Branding Game

When most of us think about fashion, the brands that come to mind are often the designer or premium ones: the Ralph Laurens or Louboutins of the world.  And while some companies in this space certainly have prominent images, the real leaders in today’s fashion branding game may come as a surprise.   Using our ...

The (Sometimes Surprising) Ingredients Linked To Food Product Success

Using Helio, we performed analyses across a variety of food and beverage brands to see which individual ingredients may ultimately be to linked to a product’s popularity.

The ROI of Surprise and Delight

 By: Ryan Williams About a week ago, I ambled into my building’s cluttered mailroom after a busy day to find my name on two unexpected boxes. Onto the elevator and up to my mailroom size Brooklyn apartment they went. I took my key, sliced open the first box and… I’d forgotten about a silly Twitter exchange ...

Why Bear Naked is Letting People Build Their Own Granola

How does a boring bowl of granola evolve into an elaborate Snapchat Story or get shared on Instagram? Personalization. We’re living in an age of personalization: we can do our grocery shopping at midnight in our pajamas from our couches. We can tailor our browsing experiences so we’re only seeing products that appeal to us. ...

MVPs for CPGs — How Food and Beverage Brands Evolve

 By: Ryan Williams Spend more than a month at a tech startup and your default definition of M.V.P. will shift from Most Valuable Player to Minimum Viable Product. For those unversed in lean startup parlance, the idea is to release the simplest market-acceptable version of your grand vision and incorporate the lessons learned in future releases. Since ...

How Barnana Upcycled the Humble Banana to Create a Superfood

 By: Steven  If your friend told you that you have to try this great new superfood, and then handed you a banana, you’d probably give them a perplexed look. But that’s just what superfood brand Barnana is doing—taking the humble banana and elevating it into a superfood snack with a cause, reinventing food waste. But the ...

How (And Why) to Become a B Corporation

As one of the thousands of certified B Corporations in America today, Greyston Bakery’s mission is simple. “We don’t hire people to bake brownies,” they say, “We bake brownies to hire people.” B Corporations are for-profit companies, certified by a nonprofit called B Lab. In order to earn the certification, companies must achieve an 80/200 ...

How to Redesign Your Logo Without Wreaking Havoc for Your Brand

Why is redesigning a logo so risky? There’s something about logos that fascinates us. Brands try to encompass everything they stand for in a single stamp. It’s stressful and sensitive work. Customers view logos as a mark of familiarity by attaching meaning to the little image. This makes it disappointing when a new logo fails ...

Why Chubbies Chose Video

After raising $9 million in a Series A round in February 2016, Chubbies — the short-shorts brand — invested heavily in brand strategy. “We’re really investing in a content engine,” is the way co-founder Kyle Hency describes it in an interview. It all starts on the Chubbies website. The shorts are front and center, but so is ...

How the Founders of Happy Tree Are Using Data to Grow Their Brand

You can’t start a maple water business without first tapping a tree and seeing what comes out. Ari Tolwin was working as a consultant at McKinsey when he discovered his new passion. One weekend, he decided to visit his brother, Chaim, in the Catskill Mountains. Chaim was making maple syrup and asked Ari to help. ...