BXP - January/February 2018 - 14

14

seum.  The wide oval brush head is designed to improve gum 

no aspirational-life possibility and you can elevate it with the 

health and can even reduce the risk of gum and heart disease 

right strategy."

by massaging the whole mouth, and it has three times the 
number of bristles of the average toothbrush. The Original's 

Products must work superbly and emotionally connect with 

handle complies with a 45-deg brush-to-tooth angle, which is 

shoppers. radius aims to be a brand with principles aligned 

often recommended by dentists, and the smart thumb-and-

with the modern consumer, including a continued focus on 

palm design was created to make the brush easier to grip 

eco-friendly business practices that also give back to the 

and control.

american economy, and to be share worthy. Foley explains, 
"We really want our brand to be something our consumers 

Making The Ordinary, exTra

can dive into. So we make it fun, and we make our products 

Foley has continued her father's tradition of commitment to 

very cool looking or we make it taste so good that you want 

innovative design that delivers better consumer experiences, 

to talk about it." 

but she also wants to leverage branding, marketing and merchandising to educate consumers on what she believes is a 

FOr The cOnSidered ShOPPer

better approach to oral care and beyond. 

Once you've earned a brand fan, who is enthusiastic enough 
to share their love of the brand, Foley says, you need to sup-

"i'm not trying to claim some level of the almighty of Star-

port that relationship by continuing to deliver new delights. 

bucks," she says, "but the way that Starbucks changed coffee 

radius has expanded beyond its original toothbrush, to in-

is how we believe we're changing tooth brushing and oral 

clude a myriad of other toothbrush models, complementary 

care in general."

oral care tools, dental floss and toothpastes, and a range of 
travel/on-the-go cases and accessories. 

noting how Starbucks was able to take something that was 
considered a low-cost staple and transform it into a premium 

This is partly because radius doesn't define its market and 

experience, Foley adds, "There's a huge difference between 

end-customers simply by product category. instead, the 

the watered-down coffee that used to be delivered by diners 

company targets customers who are committed to making 

and food places everywhere across the United States. But it 

thoughtful purchases. Where does it find this market? These 

was so ingrained as a category that consumers didn't even 

customers, Foley explains, often seek out and shop in stores 

know they were disillusioned. Today, everywhere across the 

that specialize in eco-friendly, natural, design/art-centric and/

U.S.-even in the smallest pockets-people want to go for 

or locally made products. 

the $5 cup of coffee. The marketing takeaway is that you can 
take a category that has no romance and the appearance of 

ja n/ feb 2017

|

Brand Experience

When the company first started, she says, "We went into the 



Table of Contents for the Digital Edition of BXP - January/February 2018

Bxp - January/february 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: From Everyd Ay to Extraordinary
Beer Brand Gets Rebrand
The Rise of Ai
Makeover Challenge
The Debate
The Toolbox: Active and Intelligent Packaging
Index of Advertisers
The List
BXP - January/February 2018 - Intro
BXP - January/February 2018 - Bxp - January/february 2018
BXP - January/February 2018 - Cover2
BXP - January/February 2018 - 1
BXP - January/February 2018 - Contents
BXP - January/February 2018 - 3
BXP - January/February 2018 - 4
BXP - January/February 2018 - 5
BXP - January/February 2018 - Editor’s Letter
BXP - January/February 2018 - 7
BXP - January/February 2018 - The Scene
BXP - January/February 2018 - 9
BXP - January/February 2018 - Chief Experience Officer Series: From Everyd Ay to Extraordinary
BXP - January/February 2018 - 11
BXP - January/February 2018 - 12
BXP - January/February 2018 - 13
BXP - January/February 2018 - 14
BXP - January/February 2018 - 15
BXP - January/February 2018 - 16
BXP - January/February 2018 - 17
BXP - January/February 2018 - Beer Brand Gets Rebrand
BXP - January/February 2018 - 19
BXP - January/February 2018 - 20
BXP - January/February 2018 - 21
BXP - January/February 2018 - The Rise of Ai
BXP - January/February 2018 - 23
BXP - January/February 2018 - 24
BXP - January/February 2018 - 25
BXP - January/February 2018 - 26
BXP - January/February 2018 - 27
BXP - January/February 2018 - 28
BXP - January/February 2018 - 29
BXP - January/February 2018 - 30
BXP - January/February 2018 - 31
BXP - January/February 2018 - 32
BXP - January/February 2018 - 33
BXP - January/February 2018 - Makeover Challenge
BXP - January/February 2018 - 35
BXP - January/February 2018 - 36
BXP - January/February 2018 - 37
BXP - January/February 2018 - 38
BXP - January/February 2018 - 39
BXP - January/February 2018 - 40
BXP - January/February 2018 - 41
BXP - January/February 2018 - 42
BXP - January/February 2018 - 43
BXP - January/February 2018 - 44
BXP - January/February 2018 - 45
BXP - January/February 2018 - 46
BXP - January/February 2018 - 47
BXP - January/February 2018 - The Debate
BXP - January/February 2018 - 49
BXP - January/February 2018 - 50
BXP - January/February 2018 - 51
BXP - January/February 2018 - The Toolbox: Active and Intelligent Packaging
BXP - January/February 2018 - 53
BXP - January/February 2018 - 54
BXP - January/February 2018 - Index of Advertisers
BXP - January/February 2018 - The List
BXP - January/February 2018 - Cover3
BXP - January/February 2018 - Cover4
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