The Forbes Under 30 Summit Europe heard Sophie Trelles-Tvede, founder of Invisibobble, Georgina … [+]
Brands looking to connect with consumers should start by seeing their audience as people and empathizing with their needs, said branding experts who spoke at the Forbes Under 30 Summit Europe.
When Gautam Raj Anand founded Delhi-based podcasting app Hubhopper he had a clear problem he wanted to solve – India had been left behind when it came to tapping the booming market for podcasts.
When the term ‘podcast’ was coined in the early 2000s, it became most associated with the Apple thanks to its move to include podcasts in the iTunes store but with the majority of India’s smartphone users owning Android devices that created a gap that Hubhopper sought to fill, Anand said.
“The way to start a brand is to actually look at your users as people and empathize with what ills them in their daily life. Once you understand the intricacies of that on a molecular level, you can address the problem,” he said.
Georgina Smallwood, chief product officer of N26, said the German digital bank used its branding and services to position itself as an innovative alternative to traditional banks. The Berlin-based unicorn recently launched a shared account banking that will allow up to 10 people to share finances.
“A traditional joint account has two people— but that’s not how life is these days. People live in shared houses. Lots of people don’t get married; lots of people do get married. Some people get married to more than person. Who am I to judge? Your bank shouldn’t be the one to tell you how to manage your finances,” said Smallwood.
Sophie Trelles-Tvede sought to transform how people view a household product that has been seen as a disposable commodity – the hair tie. The Invisibobble founder pitched her tangle-free hair ties as an innovative and premium alternative to bulk packs of traditional ties but this meant reeducating consumers.
Lea Vajnorsky, head of platform development at Henkel X, Sophie Trelles-Tvede, founder of … [+]
“I’m sorry, but in what world do you need 50 hair ties? The worst part is they’re sold for a pound or a euro and thrown away. Our three hair ties should last you a year,” Trelles-Tvede said.
Lea Vajnorsky, head of platform development at Henkel X, said the 140-year-old chemical and consumer goods company is adapting with the digital age to connect with consumers. “It’s an old brand that has a strong DNA. Our challenge is to show our innovation and how we change and adapt to digital, and how to change those perceptions,” said Vajnorsky.