BXP - Vol 4 No 6 August/September 2020 - 25

T H E C O N V E R S AT I O N

fantastic way to disrupt markets. Brands today

I have to

can develop a group of stark raving fans who

give you some

go out and do your outreach for you. Instead

background here

of the way many brands used to market simply

and offer a little

via broadcast TV, brands can co-author and

disclaimer. I did help

collaborate with their customers on such a

Tia and her team

deep level that both the brand leaders and the

build their brand,

customers become part of a tribe.

write their brand

Brands that disrupt and design things that

language, build

are better can set their prices-versus winning

their design system,

a race to the bottom. This is especially true

name the products

when working with millennials; brands can't

and help figure out

over-value coolness. Back in March, I read about

what the first step

this company winning over millennial customers

would be. When the

by making hospital scrubs sexy. Millennials are

brand launched, we

buying these scrubs with their own money

kicked butt. It was

because they want cool cuts in their hospital

textbook perfect

scrubs, even though most of them can get

and exactly how Tia

scrubs for free from their employers.

had dreamed. Then,

Co-authoring with your customers can lead

the pandemic hit. Tia's team leveraged what

to better products. Let's look at baby gear as

we had done together in the past and pivoted

an example; women have historically been the

rapidly to bring immunity to the conversation

ones using the equipment. Now that more of

in a way that was credible to women of color.

them are working at the companies engineering

They did all that messaging in about two weeks.

things like baby strollers and more consumers

It was very impressive, and although quickly

are offering their feedback through channels

implemented, also well thought out. They also

like social media, baby strollers have become

are delivering a product that solves a market

much more ergonomic and just overall user

need at an affordable price. I am in awe of Tia's

friendly. There are strollers now that can be

team-everything they did was perfect and fast.

adjusted easily with only one hand!
Sometimes, innovation isn't about
commanding a higher price for products. Take
what Tia Mowry did earlier this year. Before
the protests about the issues surrounding
George Floyd's death, Tia was working with us

25

 Is there anything else on
this subject that you would
like to share?
Because we're talking to marketers and

to deliver wellness products to people who are

designers, I want to stress that brands should

underrepresented in the game. She was already

be inclusive and look at all types of defined

thinking about the underrepresentation of black

families. Understand the new definitions of

lives in the United States, specifically black

families so you can collaborate with them.

women's lives. We noticed that women of color

When you listen to these families, come with

are vastly underrepresented in the wellness

the aim to make your brand a better citizen

industry, and Anser was created to be sort-of

because citizen brands will be the ones that

the "anti-Goop" if you will.

thrive in the next decade. ◆

Brands are
expected
to stand for
something
more; they need
to be part of a
bigger why.

BXPMagAzine.com


https://www.bxpmagazine.com/

BXP - Vol 4 No 6 August/September 2020

Table of Contents for the Digital Edition of BXP - Vol 4 No 6 August/September 2020

BXP - Vol 4 No 6 August/september 2020
Editor’s Letter
The Scene
Chief Experience Officer Series: Joe Hodas
Innovative Startup Leverages a Knack for Partnerships and Wicked Designs to Disrupt the Candle Market
A Look at Branding and Package Design for the Legalized Cannabis Market
A Multi-Part Series About Marketing to Modern Families
The Toolbox: Product Focus on Packaging for Cannabis
Index of Advertisers
BXP - Vol 4 No 6 August/September 2020 - Intro
BXP - Vol 4 No 6 August/September 2020 - BB1
BXP - Vol 4 No 6 August/September 2020 - BB2
BXP - Vol 4 No 6 August/September 2020 - BXP - Vol 4 No 6 August/september 2020
BXP - Vol 4 No 6 August/September 2020 - Cover2
BXP - Vol 4 No 6 August/September 2020 - 1
BXP - Vol 4 No 6 August/September 2020 - 2
BXP - Vol 4 No 6 August/September 2020 - 3
BXP - Vol 4 No 6 August/September 2020 - 4
BXP - Vol 4 No 6 August/September 2020 - 5
BXP - Vol 4 No 6 August/September 2020 - Editor’s Letter
BXP - Vol 4 No 6 August/September 2020 - 7
BXP - Vol 4 No 6 August/September 2020 - The Scene
BXP - Vol 4 No 6 August/September 2020 - 9
BXP - Vol 4 No 6 August/September 2020 - Chief Experience Officer Series: Joe Hodas
BXP - Vol 4 No 6 August/September 2020 - 11
BXP - Vol 4 No 6 August/September 2020 - 12
BXP - Vol 4 No 6 August/September 2020 - Innovative Startup Leverages a Knack for Partnerships and Wicked Designs to Disrupt the Candle Market
BXP - Vol 4 No 6 August/September 2020 - 14
BXP - Vol 4 No 6 August/September 2020 - 15
BXP - Vol 4 No 6 August/September 2020 - A Look at Branding and Package Design for the Legalized Cannabis Market
BXP - Vol 4 No 6 August/September 2020 - 17
BXP - Vol 4 No 6 August/September 2020 - 18
BXP - Vol 4 No 6 August/September 2020 - A Multi-Part Series About Marketing to Modern Families
BXP - Vol 4 No 6 August/September 2020 - 20
BXP - Vol 4 No 6 August/September 2020 - 21
BXP - Vol 4 No 6 August/September 2020 - 22
BXP - Vol 4 No 6 August/September 2020 - 23
BXP - Vol 4 No 6 August/September 2020 - 24
BXP - Vol 4 No 6 August/September 2020 - 25
BXP - Vol 4 No 6 August/September 2020 - The Toolbox: Product Focus on Packaging for Cannabis
BXP - Vol 4 No 6 August/September 2020 - 27
BXP - Vol 4 No 6 August/September 2020 - Index of Advertisers
BXP - Vol 4 No 6 August/September 2020 - Cover3
BXP - Vol 4 No 6 August/September 2020 - Cover4
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200809
https://www.nxtbook.com/nxtbooks/STMG/bxp_202007
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200506
https://www.nxtbook.com/nxtbooks/STMG/bxp_202004
https://www.nxtbook.com/nxtbooks/STMG/bxp_202003
https://www.nxtbook.com/nxtbooks/STMG/bxp_20200102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201912
https://www.nxtbook.com/nxtbooks/STMG/bxp_awards2019
https://www.nxtbook.com/nxtbooks/STMG/bxp_201910
https://www.nxtbook.com/nxtbooks/STMG/bxp_201908
https://www.nxtbook.com/nxtbooks/STMG/bxp_201907
https://www.nxtbook.com/nxtbooks/STMG/bxp_20190506
https://www.nxtbook.com/nxtbooks/STMG/bxp_201904
https://www.nxtbook.com/nxtbooks/STMG/bxp_201903
https://www.nxtbook.com/nxtbooks/STMG/bxp_20190102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201812
https://www.nxtbook.com/nxtbooks/STMG/bxp_awards2018
https://www.nxtbook.com/nxtbooks/STMG/bxp_20180910
https://www.nxtbook.com/nxtbooks/STMG/bxp_201808
https://www.nxtbook.com/nxtbooks/STMG/bxp_201806
https://www.nxtbook.com/nxtbooks/STMG/bxp_201805
https://www.nxtbook.com/nxtbooks/STMG/bxp_201804
https://www.nxtbook.com/nxtbooks/STMG/bxp_201803
https://www.nxtbook.com/nxtbooks/STMG/bxp_20180102
https://www.nxtbook.com/nxtbooks/STMG/bxp_201712
https://www.nxtbook.com/nxtbooks/STMG/bxp_20171011
https://www.nxtbook.com/nxtbooks/STMG/bxp_201709
https://www.nxtbook.com/nxtbooks/STMG/bxp_201708
https://www.nxtbook.com/nxtbooks/STMG/bxp_20170607
https://www.nxtbook.com/nxtbooks/STMG/bxp_201705
https://www.nxtbook.com/nxtbooks/STMG/bxp_201704
https://www.nxtbook.com/nxtbooks/STMG/bxp_201703
https://www.nxtbook.com/nxtbooks/STMG/bxp_20170102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201612201701
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201611
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201609
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201608
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20160506
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201604
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201603
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20160102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201512
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201510
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201509
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201508
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201505
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201504
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201503
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20141112
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201410
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201409
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201408
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20140607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201405
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201404
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201403
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20140102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201312
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201311
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130910
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201308
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130607
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201305
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201304
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201303
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130102
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201212
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201211
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201210
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201209
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201208
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201206
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201205
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201204
https://www.nxtbook.com/nxtbooks/STMG/packagedesign_201203
https://www.nxtbookmedia.com