Good Business & Good Branding are synonymous. Together they are the foundation of any enterprise & inextricable. Making a decision about one informs & shapes the other. 21st Century BRANDS reflect our ideals, values, aspirations, passions. A GREAT BRAND TODAY UNITES EMPLOYEES & CUSTOMERS AROUND A BIG IDEA OR PURPOSE MUCH LARGER THAN SELLING. Brands that offer people the OPPORTUNITY TO BE PART OF THE STORY, THE EXPERIENCE, THE BIG IDEA, THE PURPOSE, whether they’re inside or out, are the ones that are winning. Existing on the continuum of: cave paintings, fireside chats & yellow brick road experiences, 21st Century BRANDS CAN & DO SERVE AS POSITIVE CHANGE AGENTS. Presented is a capture of best practice Brand Strategy Case Studies, including four I've supported development on. What we see is that big Vision, more Meaning, Inclusivity, Authenticity & a few Fun surprise are foundational to all of their success.

1. 21C
BRAND
BUILDING
IS DEFINING
THE NEW NORMAL

2. COMMERCIAL
SUCCESS
THROUGH THE POWER OF
MORE MEANING,
BIG IDEAS,
SHARED VALUES,
PURPOSE &
CO-CREATION

3. WHAT MAKES A
BRAND GREAT
IN THE 21st CENTURY? 21C BRANDS reflect
our ideals, values, aspirations, passions…
they create a conceptual platform that resonates
with like minded people, through shared values...
they invite us to explore, discover, learn, connect,
share, create relationships & have fun.
A GREAT BRAND TODAY UNITES EMPLOYEES
& CUSTOMERS
AROUND A BIG IDEA OR PURPOSE
THAT’S MUCH LARGER THAN SELLING.

5. FRA
MEW
21C BRAND
definition...
(n.)
1 Brand is the word used to express a RELATIONSHIP BUILDING FRAMEWORK
based upon A BIG IDEA people identify with or desire through SHARED VALUES.
2 Brand is a word that describes how the enterprise’s primary PURPOSE will
IMPROVE PEOPLE’S LIVES, & informs its’ stewardship as well.
3 Brand is the primary FILTER by which every initial & subsequent enterprise
decision passes through, BAKED INTO THE BUSINESS MODEL at the most
formative level.
4 Brand is not an add on or marketing tool.
(v.)
1 Branding is an action taken to DEFINE A BUSINESS MODEL THROUGH THE
EYES OF ITS AUDIENCE, in addition to those of the internal stakeholders.
2 Branding ALIGNS THE EMOTIONAL NEEDS OF BOTH INTERNAL & EXTERNAL
CULTURES within a new perspective or around a new quest that unites them in
some way.
3 The activity of Branding informs longterm profitability & sustainability
--cultivating an enterprise’s capacity to grow & sustain organically through an
ON-GOING COMMUNITY DRIVEN EXCHANGE.

6. WHO
AM
I?
WHERE
DO I
help us answer...
21C BRANDS

7. WHO
AM
I?
WHERE
DO I
help us answer...
21C BRANDS
*BRAND DNA
= the big idea or purpose

8. IDENTITY
INTE
RNAL CULT
URE
EXTE
R
NAL CUL
TURE
COM M U NITY
WHO
AM
I?
WHERE
DO IBRAND DNA
= the big idea or purpose
*

9. *
*21CBRANDS
A
RE
BIGGER THAN THE
S
U
M
OFTHESEPARTS&
C
REATENEWUNIQUECU
LTURES
IDENTITY
INTE
RNAL CULT
URE
EXTE
R
NAL CUL
TURE
COM M U NITY
PURPOSE
USERS
BIZ MODEL
ALTRUISM
EMPLOYEES
ALLIANCES
WHO
AM
I?
WHERE
DO IBRAND DNA
= the big idea or purpose

10. WHAT’S THE POWER OF
21C BRANDS? Just like the movies, streaming online series & novels we crave
NOW BRANDS TOO are bringing more meaning to our lives.
With the difference being that brands offer people the
OPPORTUNITY TO BE PART OF THE STORY, THE EXPERIENCE,
THE BIG IDEA, THE PURPOSE whether you’re inside or out.
Existing on the continuum of: cave paintings, fireside chats &
yellow brick road experiences...
21C BRANDS CAN & DO SERVE AS POSITIVE CHANGE AGENTS.
21C BRANDS CAN PROVIDE THE 3rd SPACE we also all crave
--to engage in the meaningful conversations, BEYOND WORK
OR HOME, that any evolved society needs to have regularly.

11. Research, Insights & the Pursuit of Originality
Soul Searching, Storytelling & the Daringness
to be Vulnerable
CoCreative Collaboration & Community Building
Key Performance Indicators & Monitoring
Big Picture Thinking & Attention to Detail
Activation, Management, Analysis & Iteration
Authenticity, Activism & Risk
EXP
ERIE
involve...
21C BRANDS

12. HERITAGE
CELEBRATING
CULTURE
ACTIVATING
COMMUNITY
CATALYZING
PHYSICALLY
ENGAGING
INNOVATION
DRIVING
LIFESTYLE
REFLECTING
21C BRANDS
VALUE
INSPIRING
often lead with one of these
FRAMEWORKS & sometimes combine
several.

13. HERITAGE
CELEBRATINGBRANDS
...embrace their roots & legacy in a way
deeply expressive of a lifestyle based
around the provenance, values & princi-
ples of their founder.
They’ve usually been around for at least
decades & have successfully discovered
ways to tap into their riches through sto-
rytelling that engenders continued loyal-
ty & revenue goals.
Today we see the demonstration of good
faith brands, through an earnestness of
Purpose & Vision, successfully substitut-
ing for a legacy of years. Cultivating au-
thentic relationships, giving back or pro-
viding unrivaled value, can also create
equity in a much shorter time frame.
The lesson of Heritage Brands is to
identify a fundamental, enduring hu-
man truth best brought to life by their
intrinsic legend or myth.
As with all brands, actively monitoring rel-
evancy against modern trends & innova-
tion against evolving consumer behavior
is essential.

14. ‘1915
IG134k
purpose
To offer the best possible optical
experience to our customers &
patients by dispensing warmth,
courtesy & expertise.
Five generation family-owned business, one of the oldest local businesses in
New York City, as well as the 21st oldest eyewear company in the world still
operating today.
founder
Hyman Moscot. 1915. NYC.
secret sauce
the brand is the people, some working
there for 40 yrs now
giving back
MOSCOT MOBILEYES FOUNDATION
helps reduce instances of preventable blindness & visual impairment
with early detection & treatment for those who lack access to eye care.
industry retail
employees 46
customer sophisticated
tech ecommerce & in store sales, 9 locations
annual sales undisclosed
stock price private
partners/influencers/etc
known for its long list of celebrity clientele
Learn more moscot.com
Founder, Hyman Moscot
‘A family frame of reference.’

15. ‘1948
IG106k
purpose
Dr. Bronner’s is committed to making
socially & environmentally responsi-
ble products of the highest quality,
while dedicating our profits to help
make a better world.
Five generation family-owned business, producing organic personal care
products with an activist message. Benefit Corporation & Certified B Corp,
founder
Dr. E. H. Bronner. 1948. Escondido, CA.
secret sauce
BUSINESS FOUNDATION IS TRUE TO IT’S ACTIVIST ROOTS
plus truly a remarkable, timeless product
giving back
Organic, fair trade & supply chain conscious practices,
animal & GMO labeling advocacy, wage equality, hemp/
drug policy reform, youth & community services.
industry
consumer goods
customer mass
employees 115
annual sales $45m estimated
stock price private
tech
solar powered manufacturing plants
partners/influencers/etc
fair trade & organic partnerships in Sri Lanka/Samoa,
Ghana, Palestine/Israel, India, Ecuador & Brazil
Learn more drbronner.com
‘All - One!’
Founder, Dr. E. H. Bronner
STAND UP FOR THE LITTLE GUY.
SPEAK TRUTHFULLY.
TAKE A STEP TOWARD YOUR FEARS.
LEARN FROM EVERYIONE.
LET YOUR RESPONSIBILITY FOR
OTHERS GROUND YOU.
EAT LAST.

16. ‘1948
IG 3.6m
purpose
To inspire & develop children to think
creatively, reason systematically & re-
lease their potential to shape their
own future -experiencing the endless
human possibility.
Lego pieces of all varieties constitute a universal system & bricks from
1958 still interlock with those made currently. In 2015, The Lego Group
became the world’s largest toy company by revenue.
founder
Ole Kirk Christiansen. 1934. Billund, Denmark.
secret sauce
Creation of a ‘system of Play’ that never becomes obsolete.
giving back
Has already achieved its 100% renewable energy commitment -to not
consume resources & materials at a faster rate than they are regenerated
industry toys
customer mass
employees 19,000
tech
Lego’s Human Media Lab pushes experiential learning
to new levels combining digital & physical activities
to promote children’s insights into the physical world
annual sales $2.1b
stock price private
partners/influencers/etc
UNICEF, UN Global Compact, World Wildlife Fund, more
Learn more lego.com
‘Play Well.’
Founder, Kirk Christiansen

17. ‘
IG 1.1m
Founder, Vernon Rudolph
‘Make today special.’
1937
purpose
To touch & enhance lives through the
joy that is Krispy Kreme, the original
glazed doughnut.
Beyond the 1,005 locations in the US & Canada, there are also locations in
the UK, Australia, Lebanon, Turkey, India, DR, Iceland, Ireland, Kuwait, Mexico,
Panama, Puerto Rico, Taiwan, So. Korea, Malaysia, Thailand, the Philippines,
Japan, Singapore, China, UAE, Qatar, Saudi Arabia & Ethiopia.
founder
Vernon Rudolph. 1937. Winston-Salem, NC
now owned by JAB Holding Company.
secret sauce
freshly baked doughnuts in-store daily
giving back
Supports RAISING $40M ANNUALLY across its network
for local community focused concerns.
industry retail
employees 46
customer mass
annual sales $522m
stock price
wholly owned subsidiary
tech
Loyalty app features ‘fresh off the line’
notifications
partners/influencers/etc none
Learn more krispykreme.com

18. ‘1872
IG 583k
purpose
Inspiring a life of beauty & culture
--every time we bring it to light we
make the world a little brighter.
First Japanese company to commit itself to the promotion of gender equality
in Japan. First cosmetics/personal care products company in Japan to intro-
duce sugarcane-derived
polyethylene containers in 2011.
founder
Arinobu Fukuhara. 1872. Japan.
secret sauce
Commitment to innovation at the nexus of EASTERN BEAUTY HERITAGE &
WESTERN SCIENCE/TECHNOLOGY.
giving back
Formulated the ‘Shiseido Group Policy on Human Rights’ in 2017
& is now further promoting ethical business practices,
respecting local communities & the global environment
industry retail/cosmetic
employees 46,000
customer 30-65 female, professional
tech
ecommerce site & sold in dept stores
annual sales $9.4b
stock price $62.56
partners/influencers/etc
Fabernovel digital agency
Learn more shiseido.com
‘Beauty lies within.’
Founder
Arinobu Fukuhara

19. This recent white paper adapts a theo-
ry about the role of ‘the pasts’ impact on
human behavior to the realm of ‘heritage
brands’ impact on consumer behavior, as
first developed by the pioneering sociol-
ogist George Herbert Mead.
The author suggests that brand heritage
encourages consumer engagement either:
WITH THE BRAND’S HISTORY,
operative in defining the brand
identity alone
WITH HISTORY THROUGH THE
BRAND, operative in defining the
identity of the consumer
Mead [1863-1931] is best known for his
contributions to the theory of symbolic
interactionism which suggests individ-
uals develop their sense of self through
reflection about & comparison to exter-
nal things.
Also here & here are other great articles
on hertiage brands.
HERITAGE
CELEBRATINGEXPERTISE
CREDIT: https://www.researchgate.net/publication/263344654_Corporate_heritage_brands_Mead’s_theory_of_the_past

20. ...focus on creating platforms that spotlight
&addressbroaderemergingsocialtensions
or opportunities that impact a wide sector
of the population not currently being ad-
dressed by any other market entrant.
Culture Activating brands seek to ex-
pose, reshape or redefine the pervasive
underlying tension, or status quo con-
flict, around a particular issue, serving
almost as ‘activist’.
By incorporating within their foundation-
al positioning an intrinsic, already widely
held perspective, they’re able to forge their
brand as an agent of change, or voice for
reform.
This head on approach to subliminal
triggers that disconnect, alienate or in-
effectively exploit opportunity, offers
consumers a deeper sense of meaning
around Purpose & an invitation to Partic-
ipate in positive identity construction.
As a ‘higher stakes’ approach to building
enterprise, it also naturally increases the
risk vs. reward proposition at every level.
CULTURE
ACTIVATINGBRANDS

21. ‘2017
55k IG
purpose
Create an open & empowered male
culture that results in more proactiv-
ity around health & preventative self-
care.
Hims makes & delivers the highest quality medical grade products to help
you look & feel your best —without breaking the bank. Committed to helping
men get the products they need, for topics they’re usually too uncomfortable
to talk about: Hair Loss & Erectile Dysfunction.
founder
Andrew Dudum. 2017. San Francisco, CA.
secret sauce
For pharmaceutical drugs requiring prescriptions, Hims offers a staff of
PHYSICIANS WHO DIAGNOSE ONLINE whose fees are included in the
product pricing.
industry
consumer goods
employees 46
customer sophisticated
annual sales $10m
stock price private
tech online sales portal
partners/influencers/etc network of physicians
Learn more forhims.com
‘Future you Thanks you.’
Founder, Andrew Dudum

22. ‘2003
26k IG
purpose
To provide our members with an en-
vironment that’s friendly, safe & wel-
coming to everyone in their search for
LOVE.
App features wildly successful blog, OKTrends, sharing exclusive data col-
lecetd thru app & great storytelling. App installs/week = 7.3m.
founder
Chris Coyne, Sam Yagan, Christian Rudder, Max Krohn. 2003. NYC.
[Harvard math majors]
secret sauce
popularized the concept of ‘SAPIOSEXUALITY’, meaning attraction based
on intellect, rather than physical traits only
giving back Planned Parenthood
industry application software
employees 70
customer 18-80yrs sophisticated, diverse
annual sales $30m estimated, bought by Match.com
tech
very sophisticated dating app with proprietary algorithms
partners/influencers/etc none
Learn more okcupid.com
‘Dating deserves better.’
Founders, Chris Coyne, Sam Yagan, Christian Rudder, Max Krohn

23. 2014
62k IG
‘
‘What to drink when you’re not drinking.’
Founder, Ben Branson
purpose
To solve the dilemma of ‘what to
drink when you’re not drinking®’
with the world’s first distilled non-alco-
holic spirits.
Based on herbal copper pot stilled non-alcoholic remedies documented in
The Art of Distillation published in London/1651 & in continuation of his fami-
ly’s 300 yrs of working with the land when baskets called Seedlips were used
to sow seed.
Sold in fine eating establishments & Selfridges, Harvey Nichols, Fortnum &
Mason.
founder
Ben Branson. NYC. 2014. London.
secret sauce
Define their business as a nature company rather than a drinks compa-
ny using amazing ingredients to CAPTURE THE ART OF NATURE...distilling
peas, herbs & other plants from the garden.
industry beverage
employees 50
customer 18-80 sophisticated, diverse
annual sales undisclosed
stock price private
tech natural distillation processes for beverages
partner Diageo, world’s largest producer of spirits
Learn more seedlip.com

24. ‘2014
1.1k IG
purpose
To brew a new, diverse community
experience on mainstreet through
the flavorful world of tea & the acti-
vating power of purpose. We empower
those with intellectual differences to
serve their community.
Designed as a social innovation franchise, Extra
SpecialTeas provides intergated employment to those with neuro-differences,
supporting each member’s unique capabilities toward realizing their communi-
ty contribution.
founder
Cherri Sanes. 2014. Great Barrington, MA.
secret sauce
sustainable business model includes state govt annual funding &
for-profit partner donating supplies, plus employs closely monitored
& managed independence empowering program offering wide range
competency skills to promote participant employment mobility
industry nonprofit/retail beverage
employees 30
customer 1-100 mass, diverse, conscious
annual sales $50,000
tech square sales app, social media, e-commerce
partners/influencers/etc
Massachussets State Commonwealth, TiestaTea
Learn more extraspecialteas.org
‘We brew belonging.’
Founder, Cherri Sane

25. 70k IG
purpose
To empower all women with size in-
clusive elevated essentials & bring
down the barriers between clothing
sizes.
Feeling victim to a world in which clothing size access was limited, the
founders of US popularized the concept of ‘Fit Liberty’. Two flagship plus pop
up locations.
founder
2015, Polina Veksler & Alex Waldman, NYC
secret sauce
basic layering essentials come in 4 or 7 piece starter kits +
SHOPPING by STORIES
giving back
gently used clothes donated to women entering or re-entering
the workforce
industry retail
employees 46
customer
all ages plus-size women & women with unique fit challenges
annual sales raised $8.5m in 2017
stock price private
tech
direct online sales plus data & feedbk drive algorithms to tweak
offering on-going
partners/influencers/etc
JCrew, Nordstrom, Daniell Brooks, Gwyneth Paltrow, Christian Siriano
Learn more universalstandard.com/
2015
‘All of us, as we are.’
Founders, Polina Veksler &Alex Waldman
‘

26. 1973
5m IG
purpose
Build the best product, cause no un-
necessary harm, use business to in-
spire and implement solutions to the
environmental crisis.
Patagonia grew out of a small company that made tools for climbers. Their
brand is gold, simply by wearing Patagonia gear, you tell the world you care
about your environment, that you’re not only adventurous, but also informed.
founder
Yvon Chouinard. 1973. Ventura, CA.
secret sauce
lives its values: encourages employees to be active, provides a healthy food
cafeteria & on-site childcare center plus the products are top notch
giving back
supports activists working toward enviro crisis solutions, operates under
a strict codes including fair trade & using 100% organic materials.
industry retail
employees 1,000
customer sophisticated, conscious
biz model online & in store sales, 53 locations
annual sales $750m+
stock price private
tech
develop extensive fiber tech to reduce resource consumption
along supply chain, more
partners/influencers/etc
Sustainable Apparel Coalition, B Lab, Fair Labor Assoc, Textile Exchange,
Bluesign Technologies, more
Learn more patagonia.com
‘We’re in business to save our home planet.’
Founder, Yvon Chouinard
‘

27. 2010
9k IG
purpose
We started Tiesta Tea to revolution-
ize the way people consume tea by
focusing on function & flavor, making
tea approachable & easy to under-
stand.
We stumbled upon loose tea for the first time, while traveling the world during
our college semester abroad in a tiny Czech teahouse that got us hooked on tea.
Returning to the US, we quickly discovered we had to go out of our way, pay an
absurd price & confront confusing tea names & origins. The tea world was filled
with too much jargon & stereo-types of stuffy tea parties.
founder
Dan Klein & Patrick Tannous. 2010. Chicago, IL.
secret sauce
5 very young founders, exploring & expanding the ‘tea’ category
for Millennials
giving back
supports Nigerian tea farmers thru the Living Well Project, ExtraSpecialTeas
employing all abilities, Warmth Kits in Chicago for the homeless
industry beverage
employees 400+
customer millennial
biz model loose tea & brewing accessories wholesale & retail via big box:
Target, Jewel, Bed, Bath & Beyond, Stop & Shop, more
annual sales $8.5 estimated
stock price private
tech ecommerce, digital & social media strategy
partners/influencers/etc Shipyard Brewery, more
Learn more tiestatea.com
‘Live loose.’
Founders, Patrick Tannous & Dan Klein
‘

28. 2017
107k IG
‘
purpose
To shape journalism that solves prob-
lems, not just shouts about them.
Ari Melber is an Emmy Award-winning journalist, writer, attorney & host of ‘The
Beat with Ari Melber’, an American news & politics program featuring one-on-one
interviews, panels & special reports.
founder
Ari Melber. 2017. NYC.
secret sauce
brings left plus right leaning guests together for balanced discussions,
interviews sub-cultural fringe to highlight perspectives not normally
shared on a headline news format
giving back
not measurable
industry media
employees ?
customer mass
biz model ad sales
annual sales MSNBC claims $300m profit
stock price Comcast $35.92 who owns MSNBC
tech social media
partners/influencers/etc
strategic partnership between NBC and Microsoft
Learn more on.msnbc.com/2WFIWWt

29. CULTURE
ACTIVATINGEXPERTISE
Doug Holt, one of the world’s leading ex-
perts on cultural branding & innovation,
states that brands are their most pow-
erful when advancing new ideas & ide-
ologies in society at the right historical
moment
...think Ben & Jerry’s counter-culture capi
talism, Patagonia’s adventuring environ-
mentalist, Dove’s body-positive feminism
orApple’srebel-creativeentrepreneurship.
Because when profound shifts caused
by demographic, political, economic or
technological changes unmoor us from
accepted norms or symbols related to
our self-perception, Brands are the best
equipped to respond with new narratives
& symbols that help us resolve.
46% of consumers believe brands have better
ideas for solving our country’s problems than
govt
82% of tech professionals have a favorable opin
ion of CEO activists & 80% agree they should
speak out when values are threatened.
Here’s more from Doug. Plus much,
much more here & here.
CULTURAL KNOWLEDGE COMPOSING CULTURAL
BRAND IDENTITY
CREDIT: https://www.edgemi.org/holt.shtml

30. ...understand that Co-Creation is a foun-
dational business pillar & that their
members guide them, not the other
way around
...that community building is not relegat-
ed to the marketing department & provid-
ing members the community experience
they seek & is a primary business objective.
It’s also important to remember that po-
tential members are not just seeking sta-
tus or trying on a new identity through af-
filiation.
People participate in communities for
a wide variety of reasons...to be seen &
heardfortheirideas/passions,findemo-
tional encouragement, explore ways to
contribute to the greater good, culti-
vate interests...& for whatever reason as
a means to an end, not an end itself.
By managing communities with conti-
nuity...& sustaining them with corporate
level commitment...businesses can build
fiercecustomerloyalty&increasemarket-
ing efficiency with quicker uptake than
what other strategies afford.
COMMUNITY
CATALYZING BRANDS

31. ‘2011
5.5k IG
purpose
To permanently elevate families from
the generational cycle of homeless-
ness.
We believe in giving second chances to those who want it, & providing
warmth to those who need it. Since 2012, we have provided employment to
50 homeless individuals —all of whom have now secured permanent hous-
ing for themselves & families —plus distributed over 30,000 coats to those in
need across the world. In 2018 they moved into a new 21,000 sf facility.
founder
Veronika Scott. 2011. Detroit, MI.
*parents with addiction issues & grew up in poverty
secret sauce
for a $125, a coat made by once homeless people, from upcycled,
water resistant materials that transforms into a sleeping bag may
be donated to a homeless person.
industry consumer goods
employees 50
customer the homeless
tech online donations
annual sales non profit
partners/influencers/etc
Carhartt, General Motors & Patagonia donate materials
Learn more empowermentplan.org/
‘Homelessness should not be a life sentence.’
EMPWR coat
Founder, Veronika Scott

32. ‘2010
13k IG
purpose
LuckyRice is a lifestyle brand that
shines a spotlight on Asian culture
through food & drink, discovering how
deeply it’s rooted in our everyday lives.
Creating experiential content that cultivates & celebrates the foods & cultures
of the Asian diaspora, LUCKYRICE is Danielle’s life-long passion, an Asian Cul-
ture platform combining pop culture, storytelling & entrepreneurship. She
also hosts ‘Lucky Chow’, a 7 part series airing on PBS.
founder
Danielle Chang. 2010. NYC.
secret sauce
through the creation of imaginative festivals coast to coast, partnering
with renown chefs & mixologists, LuckyRice brings distinction & better
understaning to all the very diverse world of Asian culinary practices in
an exciting, fun way.
industry service
employees 5 estimated
customer sophisticated
biz model ad revenue, sponsorship
annual sales undisclosed
stock price private
tech social media & digital strategy
partners/influencers/etc many
Learn more luckyrice.com
‘If we are what we eat, then we’re all part Asian.’
Founder, Danielle Chang

33. 24k IG
2009
purpose
To enable the effortless transfer of
ideas from one creative mind to
many. We want to help our users get
in, & stay in, their creative flow.
WeTransfer uses their platform to bring awareness to: 1 creating a better in-
ternet by bringing offline values online, 2 the fight against climate change &
3 programs that promote diverse voices in all their forms.
founder
Nalden, Bas Beerens, Rinke Visser. 2009. Amsterdam.
secret sauce
free cloud data services & file sharing services
giving back
every month, we offer a big blast of 25 million global impressions to
introduce one organization, charity or cause to our huge, international
audience.
industry technology
employees 70 estimated
customer sophisticated
biz model ad revenue & paid premium service
tech cloud data platform
annual sales raised $25m in 2015
stock price private
partners/influencers/etc Worldwide FM, University of Underground
Learn more wetransfer.com
Partner Dr. Nelly Ben Hay-
oun/The University of the
Underground, a free mas-
ters course exploring how
to build a better future
through creative thinking.
Partner DJ Gilles Peterson/
Worldwide FM, a
music platform, dedicated
to championing voices
that can get lost in the
commercial noise.
Founders, Bas Breens & Rinke Visser
‘

34. ‘2017
12k IG
purpose
As a Public Benefit Corporation, we
seek to build a powerful community of
interest between gifted researchers &
citizens to advance a
GLOBAL SCIENCE COMMUNITY.
TTSA’s goal is to accelerate one large round table of smart, impassioned peo-
ple to push humanity forward in a peaceful, non-political & non-special inter-
est way.
Through 3 divisions: Entertainment, Science & Aerospace, TTSA is organizied to
explore previously under-explored or unexplored topics —including extrater-
restrial life.
founder
Tom DeLonge. 2017. Encinitas, CA.
secret sauce
org’s brain trust comprised of veteran aerospace & national security ad-
visors previously or currently consulting with Dept of Defense, CIA, Lock-
heed Martin, bio-tech industry.
industry entertainment/service
employees 9 estimated
customer sophisticated
biz model ?
annual sales raised $1.2m in 2018
stock price private
tech social media & digital strategy
partners/influencers/etc EarthTech International
Learn more dpo.tothestarsacademy.com
Founder, Tom Delonge
aka Blink 182, Founder/Guitarist
Chris Mellon private equity inves-
tor, political commentator & Chair
of the Science Committee at Car-
negie Museum of Natural History.
He served 20 yrs in federal govern-
ment, incl Deputy Asst Secretary of
Defense for Intelligence in the Clin-
ton & Bush Administrations.
Luis Elizondo career intelligence of-
ficer, experience includes U.S. Army,
Depart of Defense, National Coun-
terintelligence Executive & Direc-
tor of National Intelligence. Former
Special Agent, Luis supervised high-
ly sensitive espionage & terrorism
investigations around the world.
Dr. Puthoff regularly advises NASA,
the Department of Defense, intelli-
gence communities, corporations
& foundations on electron-beam
devices, lasers & space propulsion
plus has patents issued in the laser,
communications & energy fields.
Jim Semivan is a retired senior in-
telligence service member of the
Central Intelligence Agency [25 yrs],
currently consulting for intelligence
communities on classified topics inc-
lu leadership training, CIA tradecraft
training & IC programs for counter-
ing weapons of mass destruction.
Stephen Justice recently retired
as Program Director for Advanced
Systems from Lockheed Martin Ad-
vanced Development Programs –
better known as the ‘Skunk Works’.
He brings strategy, breakthrough
tech, prototyping & program execu-
tion expertise.
AEROSPACE DIVISION DIRECTORSPECIAL PROGRAMS DIRECTORVP OPERATIONSVP SCIENCE & TECHNOLOGYNAT’L SECURITY AFFAIRS ADVISOR
unidentified
WE’RE TRYING TO DEMOCRATIZE A VERY SPECIFIC SET OF INFORMATION & TECHNOLOGIES THAT COULD LEAD TO SOLVING A NUMBER OF ISSUES VITAL TO OUR SOCIETY.
‘The universe is calling.’

35. ‘
1.8k IG
2010
purpose
To create products inspired by the
people who use them, along with peo-
ple to be inspired by, & for you to in-
spire.
Founded & built on its community, including customers, employees & part-
ners that develop, manufacture & supply products.
founder
Emily Weiss. 2010. NYC.
secret sauce
most employees started out as customers & emphasis on products
that ‘bring out your best before reaching for makeup’ as Glossier
sells a better version of you.
giving back
facilitates greater awareness to employees who interact with suppliers
regarding risks related to human trafficking within the supply chain.
industry beauty
employees 150
customer 18-35yrs sophisticated
biz model community created by featuring consumer’s content via SM
hashtag strategy...founder thinks of product as content.
annual sales $100m
stock price private
tech business began as ‘viral blog’ leveraging social media/user
generated content adding product after building the audience
partners/influencers/etc none at this time
Learn more glossier.com
‘Skin first. Make up second. Smile always.’

36. 2013
1.4k IG
‘
‘Generations wiser together.’
purpose
A social movement designed to pro-
mote offline engagement between
people of all ages interested in con-
tributing to their local community.
Through Design Thinking Workshops we help our members launch projects,
obtain funding & become connected with a broader resource network to sus-
tain their initaives.
founder
Jaqueline Botting. 2013. Delray, FL.
secret sauce
cultivation of unique point in time where 3 generations: Millennials, Gen
X, Boomers holding similar value system plus seeking to connect for
promise of what the other intrinsically offers. Indigenous tribal model.
industry nonprofit
employees 3 + volunteer network
customer 18-75yrs, sophisticated, conscious
biz model nonprofit
annual sales undisclosed
stock price private
tech social media & digital strategy
partners/influencers/etc Universities & local business
Learn more wisetribe.us

37. COMMUNITY
CATALYZINGEXPERTISE
The genius of brand communities – when
done well – is that they create a participatory
experience for the customer, losing the ‘us vs
them’.
Nothing provokes belonging more than
the power of focus-groups or consum-
er-generated content...dissolving the tra-
ditionalwallbetweenproducer&consum-
erallowingeverydaypeopletocollaborate,
spread the word & spark loyalty.
Studies indicate 93% of consumers seek
out UGC when making purchasing deci-
sions & 86% of millennials consider UGC
to be a key indicator in the quality of a
brand.
EmpoweringcustomersasSocialProofcan
often go farther than any in-house cam-
paign. Consider these as engagement in-
centives:
CREDIT: https://go.forrester.com
USER GENERATED CONTENT STRATEGY
solicit video reviews from repeat buyers
share user content on social media with specific
#hashtags
develop compelling contests
host events & encourage online photo posting/
sharing

38. a nn o del l .com
...as defined here, are enterprises that fea-
ture 3 dimensional display, bricks & mor-
tar environment or live event expression
as their focal touchpoint toward engag-
ing the target
...with a compelling Experience that peo-
ple can’t get elsewhere.
Retail is primary to this approach & cur-
rently undergoing significant transfor-
mation.
Reimagining how ‘real world’ store vis-
its might better compete with the ease
& convenience of shopping online is
being vigorously explored & starts with
‘What’s most valuable to a busy or on-
line shopper?’
So far, the answers include:
enhancing service offerings like localized inventory
search, stylists, tailors, nutrition consultants
providing more informed, personable sales reps
app empowered frictionless check out technology
heightened experiences, like formats that the
matically refresh or host events to drive return
PHYSICALLY
ENGAGING BRANDS

39. a nn o del l .com
purpose
A view of retail that goes beyond the
transaction --where a space for collab-
orative, experiential STORYTELLING is
everything.
A rotating theme-driven pop-up store/short run event in the same location
featuring curated merchandise from a single or diverse collection of brands to
renew the experience on-going.
Story is conceived as a place that takes the ‘point of view of a magazine,
changes like a gallery & sells things like a store.’ Story is a brand-
building billboard designed as a Store.
founder
Rachel Shectman. 2012. NYC.
secret sauce
endless stories to tell with unlimited partners,
CRAZY CAPACITY for ORGANIC GROWTH
industry retail
employees 5-10 estimated
customer 15-65yrs sophisticated
biz model event/in-store sales
annual sales undisclosed
stock price private
tech social media + digital strategy
partners/influencers/etc endless list of participating brands
Learn more thisisstory.com
2012
IG 53k
Founder, Rachel Shectman
‘

40. a nn o del l .com
2000
340k IG
‘Your Body, Your Soul, Your Rituals.’
Founder
Raymond Cloosterman
‘
purpose
Rituals helps you slow down, & find
happiness in the smallest of things.
It is our passion to turn everyday rou-
tines into more meaningful rituals.
Concept incorporates 6 core collections, which tell stories inspired by ancient
Eastern traditions: Laughing Buddha, Urban Samurai, Sakura, Tao, Hammam
& Ayurveda.
founder
Raymond Cloosterman. 2000. Amsterdam.
secret sauce
offline store format combined with online Editorial-Magazine positions
products required PLUS THE HOW TO FOR EXPERIENCING RITUALS FROM
ALL OVER THE WORLD AT HOME
giving back
multiple initiatives including 10% of its baby product profits to Tiny Miracles,
100% free of plastic scrub micro beads, no animal testing, more.
industry retail/cosmetics
employees 5,000
customer 30-65yrs female & male, sophisticated, conscious
annual sales $62.5m
stock price private
tech online/in store sales & 500 stores worldwide
partners/influencers/etc none
Learn more rituals.com

41. a nn o del l .com
1943
IG 1.7m
‘The Wonderful Everyday.’
Founder, Feodor Ingvar Kamprad
‘
purpose
At IKEA our vision is to create a better
everyday life for the many people.
Our business idea supports this vision by offering
a wide range of well-designed, functional home
furnishing products at prices so low that as many
people as possible will be able to afford them.’
IKEA has just formed a business development & innovation unit called Inter
IKEA.
founder
Feodor Ingvar Kamprad. 1943. Sweden.
secret sauce
a fun place to shop with great design at a great price & because
you assemble it yourself you like it even more
giving back
refugee donations, disaster relief, other children, education & community
support programs, commitment to 100% renewable energyby 2020, more
industry retail
employees 208,000
customer mass
biz model
in-store sales with 424 locations worldwide,
soon to sell online
annual sales $44b
stock price private
tech
augmented reality app, new easier furniture assembly,
online sales portal
partners/influencers/etc
Apple, Amazon, Alibaba
Learn more ikea.com/us

42. a nn o del l .com
‘2018
purpose
To create a dynamic retail experience for
kids & parents that’s both shoppable
& hands on harkening back to a simpler
time & where everyone has fun.
Camp is set up like an old-fashioned general store filled with quirky gifts, well-
curated kids’ products plus invites exploration of rotating ‘pop up’ themes.
founder
BuzzFeed. 2018. NYC.
secret sauce
Camp is a much fun for parents as their kids:
for kids sneak in secret doors along the magical path &
please touch things while parents enjoy the Momofuku Milk Bar
with unique kid & parent-friendly beverages & treats
industry retail
employees 40 estimated
customer 15-50yrs sophisticated
biz model
in-store sales at 2 locations: Manhattan & Brooklyn, changes theme
every 8-12 wks with rotating stock of curated items/brands,
members get sneak peak 2 days before it goes public,
multiple activities: arts/crafts, theatre, audio/radio studio, etc.
annual sales $900m
stock price private
tech social media
partners/influencers/etc brands!
Learn more psfk.com/2018/11/buzzfeed-camp-rotating-store.html
IG 9.5k

43. a nn o del l .com
2003
purpose
To offer exclusive, highly desireable,
artist produced furnishings & home
decor accessories uniquely featured in
a highly customized environment
experienced by appointment only.
World’s foremost contemporary design galleries showcasing studio-created
works alongside one-of-a-kind & limited edition pieces by seminal artists, where
guests experience a curated, eclectic mix of contemporary production & gallery
pieces together within under one roof.
founder
David Alhadeff. 2003. San Francisco.
secret sauce
Cross between luxury residence & design gallery with emphasis
on exclusivity in the offering & the consumer experience.
giving back
none
industry retail
employees 20 estimated
customer 30-50yrs
sophisticated, affluent consumer
biz model
online & in-store sales with 3 locations in the US
annual sales undisclosed
stock price private
partners/influencers/etc ?
tech website, social media
Learn more bit.ly/31mWyEI
IG 134k
‘

44. a nn o del l .com
‘2016
purpose
Empowering people to self-treat their
chronic pain symptoms themselves
drives us --helping them find their
pain free destiny from within, through
the power of neuroscience fundamen-
tals.
Designed to circumvent the merry-go-round pointless processing which
currently exists in the medical system for sufferers of chronic pain: general
MD to specialists to physical therapists to chiropractors, etc. because 92% of
chronic pain symptoms are due only to a stubborn neuron connections &
are not from skeletal or muscular injury.
founder
Dr. Ofir Isaac. 2016. Brooklyn, NY.
secret sauce
making accessible basic neuroscience research validating the
imperative of self directed chronic pain treatment the medical
community does not highlight
industry healthcare
employees 7
customer 30-70 yrs mass
biz model
$20 kiosk charge for pain assessment & recommended
relief exercise/demo, plus access to tele-doctor for
setting up routine follow up check ins
annual sales undisclosed
stock price private
tech
bio feedback based proprietary interactive software,
location based tele-med interface
partners/influencers Planet Fitness
‘Your pain free destiny starts inside.’

45. a nn o del l .com
2016
IG 1.7m
‘
‘Seafood straight from the source.’
purpose
We are proud to trace every pound of
seafood we serve back to the harbor
where it was sustainably caught &
support fishermen we know & trust.
Luke’s Lobster sources traceable, sustainable sea- food working directly with
fishermen to hand pick the best seafood, then ship directly to all its locations.
founder
Luke Holden & Ben Conniff. 2016. Maine/NYC.
secret sauce
Keeps stores minimal, takes orders at the counter to reduce overhead,
serves high volume seafood to enable low margins & offers a product so
fresh it doesn’t seem like fast food
giving back
annual initiatives to clean up waterways, feed the homeless, donate to
local Maine community alliances, fundraise for Susan G Komen
industry restaurant/fast casual
employees 350
customer sophisticated, conscious consumer
biz model
B Corp status with 27 locations in US & Japan, controls
supply chain from harbor to plate
annual sales $50m
stock price private
tech ?
partners/influencers/etc Baycrew’s Group, a private,
Tokyo-based fashion & food company
Learn more lukeslobster.com

46. a nn o del l .com
‘2016
purpose
Promoting the values of green & Jeju
plus striving to bring more happiness
to people around the world.
Innisfree launched in 2000 with the desire to share the natural goodness of Ko-
rea’s pristine Jeju Island with the world. The brand is inspired by ‘The Lake Isle of
Innisfree’, a poem by William Butler Yeats.
founder
Amore Pacific. 2016. South Korea.
secret sauce
vast number of natural products, reasonably priced, with enterprise sup-
portive of a UNESCO designated World Heritage Site
giving back
a pledge to donate more than 1% of annual profits to environ conservation
including programs that help customers connect with nature plus to pursue
sustainable growth on Jeju Island, 2ndary packaging made from tangerine
peels, more
industry retail
employees 40 estimated
customer 15-50yrs
sophisticated, conscious consumer
biz model
online & in-store sales with 130 locations worldwide
annual sales $900m
stock price private
tech website/e-commerce, social media
partners/influencers/etc ?
Learn more innisfree.com
IG 1.7m
‘Clean Island, where nature & healthy beauty coexist happily.’

47. a nn o del l .com
‘2015
purpose
To promote wellness & a healthy life-
style through dance, community &
having fun.
An early morning dance movement in 25 cities worldwide with 350,000 mem-
bers & growing. It starts with a 1hr yoga + fitness experience, then dancing with
reckless abandon for 2hrs -a pre-work alcohol & drug-free ‘rave’ -held in high
profile venues normally not used in early hours like night clubs, dept stores, the-
atres, sports stadium driving young audience awareness plus features rotating
brand sponsorship that keeps it fresh as well.
founder
Radha Agrawal. 2015. Portland, OR.
secret sauce
have trademarked D.O.S.E, regarding mission to empower the release
of Dopamine, Oxytocin, Serotonin & Endorphins in their system
industry event
employees 41
customer 20-45 yrs sophisticated, conscious
biz model
events priced at $25-35 + brand sponsorship revenue
annual sales undisclosed
stock price private
tech social media
partners/influencers/etc brands! IBM, Macys, Nike, more
Learn more daybreaker.com
‘Start your day with energy & intention.’
IG 61k

48. a nn o del l .com
WHY
WILL
PEOPLE
COME
?
PHYSICALLY
ENGAGING EXPERTISE
As brands increasingly frame themselves
as Ways of Life, retail environments, & in
particular flagship stores, are still provid-
ing High Street gathering points where
similarly minded people pass through to
see & sometimes to be seen.
While providing a shopping function,
physical consumer experiences are pri-
marily geared to showcase their brand
essence in its most dimensional,
multi-sensory way plus for gathering
research.
With increasing consumer sophistication
& expectation, it makes sense that many
brands are leveraging ways to do more
with their overhead like incorporating lab
areas for introducing products & testing
innovation or AI integration to gain in-
sights as much as possible.
So much more in store for bringing soci-
ety together face to face?
POSE
RESET GET FIT
See & be seen
while shopping or
lifestyling
See & be seen
while shopping or
lifestyling
Test your resolve
CREATE
Customize at
Blank Canvas
INFLU
ENCE
Voice your opinion at
their Innovation Lab
REL
ATE
Meet new people
& be inspired
LEARN ‘How To’ create
sessions
Escape home in the
company of othersHANG
Discover the latest
FUN
FIX
‘Do it Yourself’
workshops

49. a nn o del l .com
...demonstrate that purchasing decisions
are not based purely on economics.
Although, ‘affordable’ is considered a
foundational pillar of this framework,
Walmart nor Kmart are included as exam-
ples.
Value Inspiring brands today save peo-
ple money & much more. The ‘more’
is usually found within a carefully or-
chestrated business model that allows
them to surprise us
...surprises like 1] a new more cost effec-
tive way of doing business in their catego-
ry, 2] touches of above average customer
service, 3] exceptional product quality, 4]
the way they consistently make it just a
little more fun to shop them over others
based upon ‘their view’ of the world.
Value is such a subjective construct &
many brands today, both old & new, have
been extremely successful in discovering
just exactly what value means to their
customers, generating greater gains for
all stakeholders involved.
VALUE
INSPIRING BRANDS

50. a nn o del l .com
2014
IG 263k
‘Life’s better with a smile.’
Founders, Alex Fenkell & Jordan Katzman‘
purpose
Making it affordable & convenient to
transform your smile.
We ship a different pair of aligners to a customer each month to gradually
shift the teeth to the correct place, which cuts out multiple in-person check-
ups. 182 locations. Initial 3D scan is free.
founder
Alex Fenkell & Jordan Katzman. 2014. Nashville, TN.
secret sauce
invisible aligners are 60% less than the price of other teeth
straightening options & usually DON’T REQUIRE ANY OFFICE VISITS
giving back
none
industry healthcare
employees 60 estimated
customer mass
biz model subscription-based model
tech
handheld 3D camera, SmileGuide, takes 6000 photos/sec
to create a digital map of your smile
annual sales undisclosed
stock price private
partners/influencers/etc
Align Technology, Camelot Venture Group, network of
over 200 orthodontists & dentists who oversee treatment
Learn more smiledirectclub.com

51. a nn o del l .com
‘2012
IG 151k
purpose
Our mission is to reconnect people
through transportation & bring
communities together.
We’re an on-demand transportation company operating in 300+ US cities,
providing over 1m rides per day. Lyft Business, developed in 2015, pursues cor-
porate partnerships.
founder
Logan Green & John Zimmer. 2012. San Francisco.
secret sauce
affords driver flex work hours, riders don’t wait, usually cheaper than
taxi/car service, no hassle payment system w/ tip included
giving back
multiple social/enviro initiatives, incl rider can select charity to contribute to
industry service
employees 1600
customer mass
biz model
cab aggregator, charges 20% commission per ride, 80%
to driver, plus surge pricing utilizing heat map
annual sales $1b
stock price private
tech
mobile app incl driver rating/feedback system
partners/influencers/etc
JetBlue, Starbucks, USC, LeasePlan USA, Automotive Fleet, more
Learn more lyft.com
14% of cities are taken up by parking lots which,
with fewercars, can be reclaimed forpeople parks.
Founders, John Zimmer & Logan Green
‘Riding is the new driving.’

52. a nn o del l .com
‘2000
IG 320k
purpose
To continually provide our members
with quality goods & services at the
lowest possible prices.
As of 2015, Costco is the 2nd largest retailer in the world, with 759 locations
worldwide.
founder
Jim Sinegal & Jeffrey Brotman. 2000. Issaquah, WA.
secret sauce
TREASURE HUNT buying experience with rotating short term availability
on featured products promotes impulse buying
giving back
in 2018, gave $39m+ to orgs like: United Way, Costco Scholarship Fund,
disaster relief & programs related to education & health services
industry retail
employees 214,000
customer mass consumer & small business
biz model membership
tech offer promo products thru mobile-friendly website
annual sales $129b
stock price $204
partners/influencers/etc Harland Clarke
Learn more costco.com
no taglineFounders, Jim Sinegal & Jeffrey Brotman
1. Lowest prices on many
staples
2. Easier bulk buying
3. Treasure Hunt
experience
4. Great selection of
healthier items
5.Cashbackforpurchases
6. Awesome food court
7. Fun food a plenty
8. No-questions-asked
return policy
8 REASONS TO SHOP

53. a nn o del l .com
2017
499k
purpose
Our mission is deeply rooted in quality,
transparency & community-driven val-
ues toward making better stuff acces-
sible & affordable for more people.
Everything is $3 with 50% or more: non-GMO, sometimes organic, fair trade,
kosher, gluten-free, no added sugar.
founder
Tina Sharkey & Ido Leffler. 2017. San Francisco.
secret sauce
the business model starts & ends with community & product development
is literally crowd-sourced.
giving back
for every customer check out on Brandless.com, Brandless donates a meal
to Feeding America
industry consumer goods
employees 60+
customer sophisticated, conscious
biz model membership
tech online sales website/e-commerce
annual sales raised $240m in 2018/valued at $500m
partners/influencers/etc none
Learn more brandless.com
‘Better Everything. For Everyone. For $3.’
Founders, Tina Sharkey & Ido Leffler
‘
IG

54. a nn o del l .com
1999
IG 314k
purpose
Founder,David Neeleman
‘You Above All.’
‘Inspiring humanity through safety,
caring, integrity, passion & fun --by be-
ing a leading low fare passenger airline
that offers high quality customer ser-
vice to underserved markets in addi-
tion to providing the best air travel value.
founder
David Neeleman. 1999. NYC.
secret sauce
FUN TONE that points to all the little & big meaningful things they do.
They think of themselves as a CUSTOMER SERVICE COMPANY
that happens to fly planes & it shows.
giving back
supports myriad of social & enviro programs
industry transportation
employees 17,118
customer sophicticated
biz model
low fares with frills, just introduced premium travel class called ‘Mint’
annual sales $7b
stock price $16.74
tech
in flight free wifi, mobile app, accepts ApplePay on board, more
partners/influencers/etc
airline partners, Amazon, more
Learn more jetblue.com

55. a nn o del l .com
VALUE
INSPIRING EXPERTISE
Less Choice & More Humanity are ways
‘value’ shows up currently in two differ-
ent very popular affordably positioned
brands.
Ultimately exceptional value propositions
clearly explain a desirable outcome peo-
ple want plus how it does that differently.
Barry Schwartz, author of The Paradox of
Choice: Why More is Less, says too many
choices ultimately reduce a consumer’s
likelihood to buy & even make them feel
less satisfied with their purchases.
Costco curates more than merchandises,
offering only 1-2 options along with their
private label because of they’ve built trust.
While JetBlue soars as a budget brand
with loads of personality & solid prin-
ciples, successfully integrating its 5 core
values in ways meaningful for both its’
employees plus customers...delivering on
‘bringing humanity back to air travel’ &
showing up #3 on the 2017 Best Compa-
nies to Work For list.
CREDIT: https://tonyvidler.com/begin-creating-your-value-proposition/

56. a nn o del l .com
...start with ‘What if?’
Then lead via complete interruption, cre-
ating a new category or successfully re-
defining the accepted standard within an
existing market space.
Theseentrepreneurshaveleveragedthe
power of not knowing better.
While established businesses make incre-
mental improvements, learn from others,
experiences, best practices & the past, in-
surgentcompanieshavenosuchbaggage
or muscle memory limitations.
Being unfettered supports their leap into
a world of possibilities, to dare an optimal
solution based on an entirely new vision
of something that exists or doesn’t at all.
Integrating a passionate vision, consumer
behaviors, speculative expectations plus
the ever emerging possibilities that tech-
nology affords, are all required ingredients
toward achieving something authentical-
ly break out.
INNOVATION
DRIVING BRANDS

57. a nn o del l .com
‘
3.1m IG
2014
purpose
We envision a well-designed sleep
ecosystem that supports everyone in
experiencing a well rested life at an
affordable price, beginning with an
obsessively engineered mattress at a
shockingly fair price.
Aiming to become the Nike of sleep, ‘We want to create sleep as a category.’
Caspar has disrupted the mattress space, selling beds in a box online, sight
unseen, & has just announced its plan to open 200 stores. They also sell pil-
lows, bedding & dog mattresses. Casper mattresses are made from a special
blend of four types of foam.
founder
Philip Krim, Neil Parikh, T. Luke Sherwin, Jeff Chapin, Gabriel Flateman.
2014. NYC.
secret sauce
using science, design thinking & whimsy to make sleep products worth
talking about
industry technology
employees 60 estimated
customer mass
biz model online & flagship stores plus sells at Target & Amazon
tech e-commerce, data driven testing to iterate
annual sales $200m+
stock price private
partners/influencers/etc Target, Amazon
Learn more caspar.com
‘Live a Life well slept.’
Feodor Ingvar Kamprad

58. a nn o del l .com
‘
3.7m IG
2014
purpose
To promote living in a world where
one day you can feel like you’re home
anywhere & feel that you belong.
In the winter of 2012, Airbnb overtook Hilton Hotels in nights booked & now,
has over 1.3m listings in 34,000 cities, 190 countries, & in 2015 was valued at
$25.5 billion. Its ‘Backyard’ initiative is a futuristic R & D division ‘endeavoring
to design & prototype new ways of building & sharing homes.
founder
Brian Chesky, Joe Gebbia, Nathan Bleckharczyk. 2014. San Francisco.
secret sauce
continuous property curation, thru algorhithmic tech targets consumer
segments & their specific needs
giving back
$10m in August 2018 to Women in Need, disaster relief, more
industry service
employees 3100
customer mass, property owners & travelers
biz model 3% chrge to owners & 6-12% chrge to trevelers per booking
tech ecommerce & testing to iterate
annual sales $3.8b
stock price private, said to go public in 2020
partners/influencers/etc. long & growing list of local & global, including
Delta, Amex, Blue Apron
Learn more airbnb.com
‘Belong anywhere.’
Feodor Ingvar Kamprad

59. a nn o del l .com
‘
697k IG
2011
‘Your partner in personal style.’
Feodor Ingvar Kamprad
purpose
To change the way people find
clothes they love by combining tech-
nology with the personal touch of sea-
soned style experts.
Stitch Fix is the world’s leading online personal styling service. SF seeks 85
‘meaningful’ data points from customers,: size, price preference to body sen-
sitivity details. On top of that, part time stylists, write personal for that extra
human touch.
founder
Katrina Lake. 2011. San Francisco.
secret sauce
combines consumer data learning with the human touch of 3,400
mostly part-time stylists to create a valuable satisfying experience
giving back
for every StitchFix box you receive they provide a free UPS ship label
to send your used clothing to Goodwill
industry service
employees 3100
customer 25-55 yrs, busy professionals, stay at home Moms, guys/gals
that welcome a little style advice
biz model chrge customers $20/5 items per box
annual revenue $296m
stock price private
tech regularly collected data & feedbk to tweak tech algorithms that
find clothing clients like
partners/influencers/etc.
growing list of 1000+ fashion brands who benefit from
greater online exposure
Learn more stitchfix.com

60. a nn o del l .com
‘
3.2m IG
2008
purpose
To unlock the potential of human cre-
ativity —by giving a million creative
artists the opportunity to live off their
art & billions of fans the opportunity to
enjoy & be inspired by it.
Spotify is a a digital music service that gives you access to millions of songs for
free. It pays about $0.006 to $0.0084 per stream to the ‘holder’ of music rights
& can be split among the record label, producers, artists & songwriters. Also a
platform for emerging artists. 159m users.
founder
Daniel Ek & Martin Lorentzen. 2008. Sweden.
secret sauce
only free music service that authentically & seamlessly integrates
with all potential devices
giving back
community initiatives leveraging the power of music to present or
explore new perspectives & sense of self for increasing knowledge,
empathy & connection
industry service
employees 2652 +/-
customer 72% Millennials
tech
decentralized Peer2Peer network, caches songs most listened to right
only your hard drive, more
annual revenue $1.2b
stock price $136
biz model free tier supported by ads & premium tier is paid subscription
partners/influencers/etc. Starbucks, more
Learn more spotify.com/us/
‘Music for everyone.’
Building Your Team Promoting Your Work Measuring Your Noise
Feodor Ingvar Kamprad

61. a nn o del l .com
‘
2.1k IG
2010
purpose
We teach you the coding language
your Mind came with plus how to use
it to create happiness.
An organization designed to help people leverage their own mental process-
es to optimize whatever can be optimized: productivity, communication, job
satisfaction & most importantly – happiness. When we get these needs met
we stop being so myopic & start seeing a bigger picture.
founder
Antonia Dodge & Joel Mark Witt. 2010. Gettysburg, PA.
secret sauce
an abundance of content around the MBTI & Enneagram personality
constructs to support personal discovery & development, in various
formats, created & delivered by a married couple who present
authentically & reputably
giving back
none
industry service
employees 3-5 estimated
customer mass
biz model online courses, consulting & speaking
annual revenue undisclosed
stock price private
tech digital mktg strategy, collect data via tests/surveys
partners/influencers/etc. none
Learn more personalityhacker.com
‘Helping you dive deep into what makes you ‘YOU’.’
Founders, Antonia Dodge & Joel Mark Witt
MBTI PERSONALITY MODELS

62. a nn o del l .com
‘5m IG
2003
purpose
To accelerate the world’s transition to
sustainable energy.
Tesla produces 3 models ranging in price from $68 –$138,800 before tax incen-
tives with their new Model 3 priced as low as $35,000. In 2017, they sold 103,000
vehicles.
founder
Elon Musk. 2003. Fremont, CA.
secret sauce
producing limited versions to drive demand plus requiring down pay-
ment upon consumer orders, avoiding undue capital funding
giving back
solar panels donated to low income homeowners, sent battery systems
to Puerto Rico after the hurricane, Musk part of Giving Pledge, more
industry automotive
employees 45,000
customer sophisticated, conscious, affluent
tech
developed research org, OpenAI, to process ‘thinking’ algorithms for the
company’s Autopilot software currently supporting Tesla vehicles limited
autonomous driving capability, more
biz model
direct sales, combining sales & service centers, providing
supercharger network
annual revenue $11.8b
stock price $310
partners/influencers/etc. Nvidia, an R&D AI platform
Learn more tesla.com/carbonimpact
‘To accelerate the advent of sustainable transport.’
Founder, Elon Musk

63. a nn o del l .com
2019
purpose
Conceived in a format that emphasizes
imagination development & social-
emotional intelligence, we are an
‘on-demand’ childcare facility that
helps children ages 5-14 discover their
intrinsic strengths, interests & basic
life skills.
As a start up, ImaginLand aspires to become a network of 100+ childcare fa-
cilities, each approx 6,000sf, that focus on empowering social/emotional intel-
ligence, imagination & life skills, as well as offering 200+ activities from space
flight simulators to improv theatre.
founder
David Bundhi & Robert Norton. 2019. Austin, TX.
secret sauce
business model & proprietary software allow parents to book ‘on-
demand’ care [no notice necessary] through a smart phone app
that also supports video monitoring
industry services
employees 34
customer sophisticated, parents & kids
tech
proprietary software/smartphone app that supports booking + child video
monitoring
biz model direct sales & membership program
partners/influencers/etc.
various children’s activities are supported by outside consultants
‘
‘Find your way through play.’

64. a nn o del l .com
‘
334k IG
2009
purpose
92% of people with chronic pain suffer
needlessly -before meds, injections
or surgery- learn how neuroscience
basics can empower you to eliminate
pain for life.
AllCare is a network of pain relief walk-in clinics founded upon neuro-science
research & fundamentals, teaching best practice Self-Treat Symptom Relief
Protocols so that people can live normal lives without the threat of opiod ad-
diction or permanent compromise due to needless surgery. AllCare also pro-
vides traditional physical therapy & massage services.
founder
Dr. Ofir Isaac. 2009. Brooklyn, NY.
secret sauce
making accessible neuroscience fundamentals, that the medical commu-
nity does not highlight, which validate self directed exercises as the most
effective approach to eliminating chronic pain
industry healthcare
employees 15
customer mass
tech electro-myographic diagnostic device
biz model insurance reimbursement & direct sales
annual revenue undisclosed
stock price private
partners/influencers/etc. Onnit brain supplement laboratories
Learn more allcarept.com
‘The pain truth.’
Founder, Dr. Ofir Isaac

65. a nn o del l .com
INNOVATION
DRIVINGEXPERTISE
Tim Sutton, startup strategist & invest-
ment consultant with Atlantic Street
Capital, identifies the biggest challenge
innovators face as the gap between their
1,000 research hours, strategy formaliza-
tion & success rationalization vs. the 5
seconds a consumer employs to consider
them
...that winning at innovation is about
systematically sorting through bias to
make the most valuable decisions at
each stage by stress testing early & often
using an agility & pragmatism filter:
1] force honest discussion early, 2] iden-
tify & test critical hypotheses as soon as
possible, 3] require proof over belief early
in the process.
Plus from day one compulsively focus on
questions like:
what will customers buy instead of our offering?
how can we make our value we offer immediately
obvious?
what’s the customer tension we’re solving?
what unfair advantage can we leverage?
https://www.brandingstrategyinsider.com/2017/12/many-innovation-projects-fail.html#.XGbGkS2ZMko
INNOVATION
CRITERIA
CLARITY
USABI
LITY
STABILITY
SCALA
BILITY
EMOTIONAL
IN
TEGRATIONPROFITABILITY

66. a nn o del l .com
...put identity at the epi-center of business
building.
Recent studies show a significant in-
crease in people’s desire to consume in
order to create, creatively mix & explore
or enhance their personal identities...
consuming the meaning they perceive
there to be, not the actual product.
A deep understanding of ‘cultural context’
isrequiredforsuccessfullycreatingorman-
agingalifestylebrand,whichcan’tbeaccu-
rately measured through typical analytics
...‘cultural context’ refers to a consumer’s
perception of the brand itself, the market
category its in & the broader organically
evolving nature of the culture all around it.
This more multi-dimensional view of
brands as a ‘cultural system of value’
now allows them to be launched or
managed on the basis of their meaning
& therefore how they can serve as more
authentic platforms toward identity con-
struction fulfillment...involving the disci-
plines of behavioral science & semiotics.
LIFESTYLE
REFLECTING BRANDS

67. a nn o del l .com
1976
IG13m
‘
‘Think Different.’
Founder, Steve Jobs
purpose
Apple designs Macs, the best person-
al computers in the world, along with
OS X, iLife, iWork & professional soft-
ware. Apple leads the digital music rev-
olution with its iPods & iTunes online
store.
First company to hit a market cap of $1 trillion [2018].
founder
Steve Jobs. 1976. Cupertino, CA.
secret sauce
ability to drive mass level adoption & demand for their products
giving back
developed & participate in multiple social support & environmental
sustainability initiatives
industry retail
employees 132,000
customer 18-45yrs
sophisticated
biz model
online & in-store sales with 506 locations worldwide
tech
agressive R&D investment
annual sales $1trillion
stock price $170
partners/influencers/etc multiple biz partners including:
Foxconn, Intel, Salesforce, Verizon Wireless, Toshiba, more
Learn more apple.com

68. a nn o del l .com
‘1854
purpose
To represent the most refined quali-
ties of Western ‘Art de Vivre’ around
the world & continue to be synony-
mous with both elegance & creativity.
Louis Vuitton is the world’s most valuable luxury brand & a division of LVMH...prod-
ucts include leather goods, handbags, trunks, shoes, watches, jewelry & accesso-
ries -most adorned with the LV monogram.
founder
Louis Vuitton. 1854. Paris.
secret sauce
ability to balance heritage vs. modern relevancy by being recognized
for quality, exclusivity, authenticity & innovation
giving back
funds UNICEF + fashion start ups/young designer incubator
industry luxury
employees 121,000
customer 15-50yrs sophisticated & mass
biz model
online & in-store sales with 460 locations worldwide
annual sales $12.9b
stock price $66
partners/influencers/etc BMW, others
tech Echo luggage tracking device
Learn more us.louisvuitton.com/
‘Live & love the truth.’
IG30m

69. a nn o del l .com
2010
purpose
To create a world where people work
to make a life, not just a living.
Community oriented, innovation friendly, multi-
format workspace ecosystem with all the support amenties including vision to
‘so what you love’.
founder
Adam Neumann & Miguel McKelvey. 2010. NYC.
secret sauce
50% of members formed partnerships with other members
as a result of the networking opportunities
giving back ?
industry real estate?
employees 5,000
customer 24-44yrs sophisticated, professional
annual sales $900m
stock price private
biz model
4-level membership with 600 locations worldwide, plus expansion
offerings in development: WeRise, WeLive, WeGrow. Rents out
spaces out for significantly higher prices
tech
mgmt software allows space real time data like when air filters
were last changed & how many conference rooms are occupied
at a specific building
partners/influencers/etc
manages exclusive offices for AirBnB, Amazon, IBM,
acquired Welkio & Euclid
Learn more wework.com
IG1.7m
‘ ‘Do whatever you love.’
Founders, Adam Neumann & Miguel McKelvey

70. a nn o del l .com
‘
13.9k IG
2014
purpose
Slack is where work flows, where the
people you need, the information you
share & the tools you use come to-
gether to get things done.
A real-time collaboration app & platform that is essentially a chat room for your
entire company. Slack not only promotes immediacy of knowledge sharing & pro-
ductivity support but also social cohesion. 8 offices worldwide with 8m users.
founder
Daniel Stewart Butterfield. 2014. San Francisco.
secret sauce
designed w/ VIDEO GAMES in mind, people say it feels fun to use, not like
work: look is vibrant w/ emojis plus strange injections of wise-cracking
quotes popping up randomly like a robot sidekick
giving back
nonprofits are eligible to apply for for free services
industry technology
employees 400+
customer sophisticated
biz model based on historical messages w/ free version searchable
& 10k searchable, viewable limit, paid version allows more
annual sales $200m
stock price private, 2019 IPO set at $7b valuation
tech proprietary real- time collaboration app & platform
partners/influencers/etc
Google Cloud, SalesForce, SAP, Oracle, more
Learn more slack.com
‘Where work happens’
Founder, Daniel Stewart Butterfield

71. a nn o del l .com
2016
purpose
To improve health & fitness through
education, research, philanthropy &
advocacy.
One market study indicates 50% of Crossfitters earn $150k+ & are 50-50
men vs. women, with CrossFit Games has enjoying a 166% participation
increase, women outpacing men.
founder
Greg Glassman. 2000. Santa Cruz, CA.
secret sauce
multifaceted approach to fitness training driven by peer to peer social
support for ensuring goal attainment & lasting lifestyle results
giving back
The CrossFit Foundation works in concert with CrossFit, Inc. & the 1,000s of
CrossFit affiliates to promote non-medical healthcare: diet, exercise, &
community engagement that can prevent chronic disease
industry fitness
affiliate run locations 13,000
customer 25-44yrs, male/female, sophisticated
biz model affiliate owners pay $3k/yr for licensing
annual revenue $4b
stock price private
tech wearable tech & challenge software
partners/influencers/etc Reebok, CBS
Learn more crossfit.com
IG2.7m
‘
‘Forging elite fitness.’
Founders, Greg Glassman & Lauren Jenai

72. a nn o del l .com
‘1971
purpose
To inspire and nurture the human
spirit —one person, one cup and one
neighborhood at a time.
28,000 stores in more than 75 countries.
founder
Howard Schultz. 1971. Seattle, WA.
secret sauce
consistent, high quality product, service level &
store environment on every corner
giving back
ethical purchase of responsibly produced products, promotes voter
registration thru volunteer program, sustainability practices within
supply chain & store construction
industry retail
employees 238,000
customer mass, sophisticated
biz model
49% company owned-operated locations, licensed store revenue,
CPG, foodservice & ther revenue streams
annual sales $25b
stock price $71
tech
scalable cloud-based platform for rewards, ordering, customer
data org, tighter integration with store operating systems:
inventory & production mgmt
brands owned by Starbucks
Learn more starbucks.com
IG17.3m
Founder, Howard Schultz

73. a nn o del l .com
1987
purpose
We are dedicated to upholding Red
Bull standards, while maintaining
the leadership position in the energy
drinks category when delivering supe-
rior customer service in a highly effi-
cent & profitable manner.
Red Bull has the highest market share of an energy drink in the world,
with more than 5 billion cans sold every year.
founder
Dietrich Mateschitz & Chaleo Yoodvidhya. 1987. Austria.
secret sauce
created own media companies to implement marketing strategies
& distribution of premium digital content
giving back
multiple supply chain refinements for reducing carbon footprint
industry beverage
employees 1,200
customer 18-34yrs, male
biz model
creating content & experiences people would be interested in even if they
don’t care about energy drinks
annual revenue $7.4b
stock price private
tech redbulladvancedtechnologies.com
partners/influencers/etc Aston Martin, Tag Heuer, Puma,
Siemens, AT&T, more
Learn more redbull.com
IG11m
‘
Founders, Chaleo Yoovidhya & Dietrich Mateschitz
https://bit.ly/2Ixynuq

74. a nn o del l .com
LIFESTYLE
ASPIRINGEXPERTISE
Understanding that life can be a bit or-
dinary for most, Lifestyle Brands help us
connect with the ideal version of our-
selves...remembering their aim is associ-
ation with what we want to become, not
what what we already are.
3 hard & fast rules for success include:
Embrace identity & subculture as the greater
end, not product consumption...so they go
above & beyond traditional marketing to embed
in their audience’s lives for the long run.
Develop activities to build the salience, not
the product...the more product-focused & brand
-obvious it seems, the more it feels transactional
over genuine.
Cultivate more meaning by fostering increased
interaction between audience members...sim-
ilar to community building brands, but not ex
actly the same.
In addition, influencer[s], venue locations,
media channel placement & how identity
is managed to respond to consumer en-
gagement & innovation opportunities
must also be considered.

75. a nn o del l .com
21C BRANDS ARE ACTING LIKE AGENTS OF CHANGE MORE THAN EVER BEFORE.
The 2018 Edelman Earned Brand Study shows that the market is being
transformed by ‘the rise of the belief-driven buyer.’ *
66% of consumers now choose, switch to or boycott a brand based on
its stand on societal issues, up from 51% in 2017.
56% believe marketers are spending too much time looking for ways
to force consumers to pay attention to their messages & not enough
time thinking of ways to make them want to pay attention.
53% of respondents agree that brands can do more than government
to solve social ill & nearly half say that brands have better ideas plus
should act on them.
These stats point to tremendous opportunities for brands to rally around
customer perspectives. They prove that where a brand stands on issues
matters to them & blue sky thinking , committment & authentic exchange
in the marketplace can better reward us all in the long term.
CREDIT: https://www.edelman.com/sites/g/files/aatuss191/files/2018-10/2018_Edelman_Earned_Brand_Global_Report.pdf
CHA
NGE

76. a nn o del l .com
‘Could it be we’re
all finally going
home...
together?’

77. a nn o del l .com
When I’m not building brands, supporting cultural shift or pursuing
new business, I enjoy the inspirations of upstate NY in Sullivan County.
Committed to doing things I believe in, working with people who
want to create meaningful things in the world is one of them.
Learn more about me at: annodell.com
Or download my Big Idea Business Design Canvas
My background is anchored in leading multi-discipline teams in creating
break out concepts supported by compelling experiences
that spark discovery, connection & relationship between people.