Emmett Shine, co-founder of the former Gin Lane and now Pattern, posits that modern brands must transcend mere transactions to build 'tribes' and deeply connect with customers on an emotional level. He advocates for brands to take on a purpose beyond their products, addressing the alienation of modern life by fostering community and delivering positive experiences, as exemplified by Pattern's first product, Equal Parts cookware, which is supported by a coaching program.
Key takeaways
Brands should strive to build 'tribes' around their products, fostering a sense of belonging and community that goes beyond purely transactional relationships.
Develop a brand purpose that extends beyond the product itself, aiming to address deeper consumer needs like connection and well-being, as a differentiator in a crowded market.
Integrate content and coaching into product offerings to enhance the customer experience and reinforce brand values, as seen with Equal Parts' cooking program.
Leverage user interface (UI) and user experience (UX) design to create digital brand identities that resonate emotionally and functionally with modern consumers.
Consider the societal role of your brand and how it can contribute positively to customers' lives, moving beyond just selling products to building meaningful relationships.
Gin Lane was the ad agency behind some of the most well-known digitally native brands that have sprung up in the past few years. And co-founder Emmett Shine helped create the look, feel, and digital interfaces of modern brands like Harry's, Recess, and Sweetgreen. But then he wanted more. This summer, Gin Lane shut up shop. In its next iteration -- under the new name of Pattern -- Shine wants to now create what he calls the next generation of brands: It's not just about transactions, but building a relationship with customers. And -- though he doesn't want to "sound too New Age, wellness-y" -- helping them cope with the alienation common to modern life. "We all live in cities, we don't as much go to church, we don't have as many organized, civic things that we do." Shine said on this week's episode of the Making Marketing podcast, adding that in this age, brands are poised, and have a responsibility, to have a purpose in their customers' lives.
The company's first product is a line of high-quality cookware called Equal Parts, which customers can get extra use out of through content via the company's coaching program to help people cook. "It's something that is just inherently positive," he said. "It makes you feel good to cook for yourself or for someone else."
Brands should strive to build 'tribes' around their products, fostering a sense of belonging and community that goes beyond purely transactional relationships.
What does this episode say about brand & content?
Develop a brand purpose that extends beyond the product itself, aiming to address deeper consumer needs like connection and well-being, as a differentiator in a crowded market.
What does this episode say about founder & leadership?
Integrate content and coaching into product offerings to enhance the customer experience and reinforce brand values, as seen with Equal Parts' cooking program.
What does this episode say about dtc strategy?
Leverage user interface (UI) and user experience (UX) design to create digital brand identities that resonate emotionally and functionally with modern consumers.
What does this episode say about dtc strategy?
Consider the societal role of your brand and how it can contribute positively to customers' lives, moving beyond just selling products to building meaningful relationships.
