"We're Not Selling Products. We're Selling a Way to Use Your Time" an Interview with Pattern Brands
Future Commerce · with Nick Ling and Emmett Shine · September 6, 2019 · 54 min
Summary
Pattern Brands, born from the agency Gin Lane, is disrupting traditional retail by focusing on helping consumers find enjoyment in everyday life and cultivate good habits, rather than just selling products. This episode explores their unique "direct-with-consumer" approach, offering a blueprint for brands to build deeper connections and foster positive behavioral change in a digitally fatigued world.
Key takeaways
Brands should shift from selling products to selling a way for consumers to use their time, focusing on deeper, more meaningful engagement beyond transactions.
Actively counter digital burnout by designing products and brand experiences that encourage intentional, self-care-focused tasks and habits, offering an "alternate reality" to constant digital connection.
Embrace a 'direct-with-consumer' model, fostering bi-directional relationships with customers to build intimacy at scale, reminiscent of small-town general stores but for the modern age.
Recognize that modern consumers (millennials and younger) have drastically different values than previous generations; legacy brands must adapt to these changing values to remain relevant.
Recruit talent by leveraging networks of entrepreneurs and prioritizing individuals who align with the company culture and mission, focusing on expertise and shared values rather than just resumes.
Nick Ling and Emmett Shine's new company, Pattern Brands, is on a mission - to create consumer brands which encourage you to enjoy everyday life and to create good habits. In this interview, we dive into why they formed Pattern, what the plan to do with it, and how they plan to change the world. Listen now!
Brands should shift from selling products to selling a way for consumers to use their time, focusing on deeper, more meaningful engagement beyond transactions.
What does this episode say about brand & content?
Actively counter digital burnout by designing products and brand experiences that encourage intentional, self-care-focused tasks and habits, offering an "alternate reality" to constant digital connection.
What does this episode say about founder & leadership?
Embrace a 'direct-with-consumer' model, fostering bi-directional relationships with customers to build intimacy at scale, reminiscent of small-town general stores but for the modern age.
What does this episode say about retail & omnichannel?
Recognize that modern consumers (millennials and younger) have drastically different values than previous generations; legacy brands must adapt to these changing values to remain relevant.
What does this episode say about dtc strategy?
Recruit talent by leveraging networks of entrepreneurs and prioritizing individuals who align with the company culture and mission, focusing on expertise and shared values rather than just resumes.
