Sometimes a brand needs to stop and think about the business it’s really in. A brand with Purpose isn’t simply focused on what it makes or sells. It knows its meaningful reason for being in people’s lives. And the North Star used to make decisions from brand communication to product innovation to partnerships and promotions. We help brands discover Brand Purpose by examining consumers and culture, the category and the company to see what sits at the nexus, revealing insightful and inspiring reasons for being.
A cult cosmetics brand with an eye on global expansion came to The Sound to help optimize its free-standing store experience in order to identify if it could be further enhanced to appeal to the needs of a coveted audience––Make-Up Junkies.
One of the best ways to practice empathy is to actually experience it with your target. Gatorade signed up to do just that. They wanted to get out of the office and into their consumer segments’ everyday lives... and to really take a walk “in their shoes.”