Although I work almost exclusively with B2B companies, interesting ideas, projects or opportunities can’t be ignored. Thus, I was enthusiastic when contacted by a Southern Californian Direct-to-Consumer beverage company seeking traction in the biohacking space. The brief from trubrain was to help it update corporate branding, messaging and content in addition to providing marketing support for two soon-to-launched products.
Over an 18-month period, I helped the CEO with a variety of projects ranging from brand positioning and product name ideation, to website copy, PPC ad copy. The products launched, sales grew and retention of existing subscription customers improved. Customers are more productive, the bottom line is healthier and the marketing presence much improved.
One of the most enjoyable projects was generating a list of product taglines or slogans for trubrain’s flagship drinks product. After submitting a list of approx. 30 options to trubrain management, a “Drink Then Do” exclamation was selected. The message was then added to the inside of product boxes shipped to customers. Not as well known yet as Nike’s iconic mantra, a few more years and many ad dollars could make a “Drink Then Do” a global message of cognitive possibility.