Resonate
Change your story … Tuning into the customers world with real-time and relevant content and marketing.
Getting in sync with your customers world, engaging them in relevant and meaningful ways, about them, at the right time and place. Forget broadcast campaigns, advertising push. Think digital and physical, in context and on demand. Participation builds content that is liquid and linked, working across media, social and local, mobile and topical, articulated in stories that are authentic, collaborative, experiential and contagious.
- From communicating on your terms … to engaging people on their terms
- From push campaigns to everyone … to on-demand, in relevant time and place
- From slogans, gimmicks and discounts … to topical, authentic and experiential
Related Gamechangers
Trader Joe’s – Local food stores with a cult following
Trader Joe’s curates to simplify and humanise. With less it can do more, bringing its personality to life through discovery, humour and storytelling. At the same time, caring about community, environment and good value.
Read more about Trader Joe’s >
The A2 Milk Company – Better fresh milk
The a2 Milk Company was founded in New Zealand in 2002 by Dr. Corran McLachlan after a scientific discovery; while studying at Cambridge University, Corran learned that proteins in milk affect people differently.
Read more about The A2 Milk Company >
LVMH – "Art de vivre" blending heritage and innovation
The mission of the LVMH Group is to represent the most refined qualities of Western "Art de Vivre" around the world. Since its creation in 1987, LVMH has comprised a unique portfolio of over 70 prestigious brands.
Kikkoman – Make haste slowly
Kikko, which means tortoise shell in Japanese, and man, meaning 10,000, were chosen first as the trademark and later as the company name. This was to symbolize longevity, as according to Japanese folklore a tortoise lives for 10,000 years. This symbolism is found in Kikkoman's logo, which is a rebus that consists of the Chinese character for 10,000 (萬 wàn) surrounded by a hexagon, representing a tortoise shell.
Allbirds – The world's most comfortable shoes
Allbirds is on a mission to prove that comfort, good design and sustainability don’t have to be mutually exclusive. The San Francisco-based direct-to-consumer brand designs environmentally friendly footwear, and is a certified B Corporation. Co-founder Tim Brown got his idea while he was vice captain of the New Zealand football team. He had previously attended business school and used to make leather shoes for friends but was aware of how uncomfortable they were. In 2014, he received a research grant from the New Zealand wool industry to engineer a sneaker, and then launched his idea on Kickstarter, raising $119,000 in five days. After launching on Kickstarter, Brown teamed up with Joey Zwillinger, a biotech engineer and renewable materials expert. The co-founders began developing their process and officially launched Allbirds in March 2016. Within 30 months, the company was valued at $1.4 billion.
Zozo – Japan's custom-fit clothes
Say goodbye to standard sizes and hello to custom-fit clothes. The free ZOZOSUIT lets you capture a 3D measurement of your unique body from home. Once you’ve measured, you can order affordable ZOZO clothing that is made according to your unique measurements and delivered directly to your door.
Lime – The eScooter revolution is here
Lime calls itself a tech mobility company. It aims to provide a sustainable solution to the first and last mile transportation problem by helping people move around their cities in an affordable and convenient way while eliminating their carbon footprint. We are here to empower future generations to change their behavior so we can save this planet together.
Halo Top Creamery – The Healthy Ice Cream from California
Can ice cream ever be healthy? Halo Top Creamery is attracting more ice cream lovers with a promise of lower calories and less guilt. Time magazine named it one of the best inventions of the year. Over the summer of 2017, it also became the best-selling ice cream in America, beating big names like Ben & Jerry's and Häagen-Dazs.
Read more about Halo Top Creamery >
Depop – Instagram meets eBay for millennials
Depop is the “love child of Instagram and eBay”, a mobile-centric marketplace for second-hand teen fashion, and more. The free app enables consumers to easily sell items by taking a square format image, adding a description with hashtags and setting a price. Buyers and sellers can ‘like’ items, message each other, haggle over prices and share comments, creating a community.
Gïk Live! – Blue wine from Spain
White, red or rose ... wines are presented in conventional options. But then a group of young students read Blue Ocean Strategy, and got inspired to create a blue ocean, of wine.
Go-Jek – One-stop everything on demand in Indonesia
Established in 2010 as a motorcycle ride-hailing phone service, Go-Jek has evolved into an on demand provider of transport and other lifestyle services.
goHenry – The bank account for kids, designed by parents
At last-an easy (and fun) way to pay pocket money, and teach your kids good money habits. goHenry is a Pre-paid, Pocket Money Card and App with unique parental controls, for young people aged 6 to 18.
Bytedance – Chinese AI-enabled news and entertainment platform
If you live outside of Asia, you’re about to get more familiar with the five-year-old internet news and video aggregator. Bytedance is already a household name in China, where its Toutiao information and content-recommendation service garners north of 120 million daily active users in the country. In early 2018 the Beijing-based company, with a valuation around $20 billion, started making bigger moves to crack into the world of mobile video, media and entertainment.
Supreme – The world's coolest streetwear brand
Supreme is a skateboarding shop turned clothing brand, created by James Jebbia as a small company in downtown Manhattan and quickly became a designers dreams. Thanks to collaborations with top brands as diverse as Louis Vuitton, Nike, and Kermit the Frog, Supreme is the brand people want to be wearing.
Even celebrities like Cara Delevingne and DJ Khaled are fans. Consumers will spend crazy sums to get their hands on limited edition collaborations like the Supreme Louis Vuitton Bag (which resells on eBay for $4,000 - $15,000), and always post a picture of it on Instagram (the brand has 6 million followers).
% Arabica – Asian minimalism, African coffee roastery, and Arabic meeting place
"% Arabica is about my love for coffee, design, and seeing the world" says Ken Shoji, founder and CEO of % Arabica. Ken's story began in Tokyo, although I found him in Kuwait. "My father was the owner of a manufacturing and trading company, and together with his frequent business trips, they would take me overseas whenever possible – ultimately helping to inspire my love of multiculturalism, design, and architecture."
Vinomofo – Australian wine lovers community
Vinomofo is all about good wine, real people, and the most epic wine deals on the planet. Founded by André Eikmeier and Justin Dry in 2011 from an Adelaide garage, the business sources and sells wines that they drink and they think members will love too. “We represent a revolution against the bowties and bullshit of the wine snobs and posers who think wine is for the chosen few elite and educated. It’s not. We think everybody should be able to enjoy good wine, without feeling intimidated”
Heist Studios – Rethinking what we wear
Heist believes that underwear can be an instrument of progress. While many industries understand today's world’s desire for autonomy, choice and freedom, women’s underwear has lagged behind. Effectively, all women are living in underwear inadequate to their time.
Read more about Heist Studios >
EcoAlf – Innovative upcycled fashion brand from Madrid
EcoAlf was created by Javier Goyeneche in 2012 to realise innovation in recycled clothing. The idea for a truly sustainable brand was born from a deep frustration with the excessive use of the world’s natural resources and the amount of waste produced by industrialised countries - specifically by the fashion industry. But Ecoalf is more than a conscious clothing brand; it is a mission to create the first generation of recycled products with the same attention to quality, design and technical properties as the best non-recycled products in the market.
Agua Bendita – Handmade swimwear from the colourful scraps of Colombia
Agua Bendita makes super-luxury handmade bikinis, inspired by their Colombian roots: gorgeous, sophisticated, and alive with colour and innovative fabrics. Catalina Álvarez and Mariana Hinestroza founded the brand whilst studying fashion, inspired by the scraps of brightly coloured fabrics discarded by Catalina's father's clothing factory. Nearly a decade later, their suits are seen in stores around the world and on celebrities on the beaches of the world. What makes them particularly special are the contributions of Colombian artisans, 700 single mothers with a passion for making beautiful clothes.
Read more about Agua Bendita >
Paris Saint-Germain – A new brand to dream bigger
Paris Saint-Germain, one of Europe’s youngest soccer clubs and the only major team in Paris, has been transformed on and off the pitch in recent years.
Read more about Paris Saint-Germain >
Graze – Snacking reinvented ... fast, healthy, delivered
Graze is a London-based snack company which offers over 200 snack combinations - including nuts, small puddings, and porridge - through snack subscription boxes, an online shop and retailers. It expanded operations to include the United States in 2013, launching snacks into US retailers in 2016. In 2012, The Carlyle Group bought a majority share holding in the business.
Fatherly – Where Dad's become Superdads, and still have a life
Fatherly is the fastest-growing parenting site on the web, targeting millennial parents who are entering the most inquisitive and acquisitive phase of their lives. Fatherly has already generated over 1bn video views this year, has been named Oprah's favorite website of 2016 and its success capturing the hearts and minds of young parents has been documented in Adweek, CNN, and others. Fatherly has also been nominated twice by the Webby’s as “Best Parenting Site on the Internet” in just its first year in existence. By focusing on dads as well as young mums, Fatherly’s able to capture both sides of the parenting market, provide differentiated content in a space oversaturated with “Mum” content, and hone in on a key insight that millennial parents increasingly share parenting responsibilities and purchasing decisions.
Aspiration – Investing with a conscience
Aspiration was born to be the financial firm for everyone. Because everyone deserves access to the best banking and investing products. Everyone deserves a financial partner they are confident they can trust. And everyone deserves to put their money in an institution that puts “good” ahead of “greed.” Profits are important. But what sets Aspiration apart is the belief that people are too. Our “Pay What Is Fair” fees mean we go to work every day committed to do great for our customers. And as a financial firm with a conscience, we are motivated by the mission to help you make money and make a difference at the same time.
Zhong An – China's first online insurance brand, with a quirky approach to selling
Ping An, Tencent and Alibaba joined forces in 2013 to launch Zhong An, China’s first truly digital insurer. Zhong An is China’s first property insurance company that sells all its products online along with handling claims.
MeUndies – Making undies your butt will be proud to wear
MeUndies is a lifestyle brand that is transforming the way people perceive and purchase their basics. As a vertically integrated, direct-to-consumer company we do it all: from design and manufacturing, to marketing and web design & development, to fulfillment and shipping, MeUndies delivers "The World's Most Comfortable Basics" with a relentless emphasis on quality and service.
Brewdog – Beer for punks, irreverent and brilliant
James Watt and Martin Dickie were bored of the industrially brewed lagers and stuffy ales that dominated the UK beer market. Sat in their local Scottish pub, they decided the best option was to brew our own. In April 2007 BrewDog was born.
& Other Stories – Where women curate their own personal style
& Other Stories headquarters in Stockholm are surprisingly low-key. Located on a quiet street in a residential part of the city, it's a far cry from the vision of ultra-hip Swedish cool that H&M and its other brands seek to project on the world. Unlike Zara's portfolio of fashion brands that target different ages and attitudes, H&M's portfolio is more a collection of different lifestyle concepts. More interesting, and distinctive.
Read more about & Other Stories >
Momondo – Content inspiration for your next travel adventure
Momondo was founded in Denmark in 2006 and is headquartered in Copenhagen. As of 2016, the company has more than 200 employees from more than 30 nationalities. When Momondo was first launched in September 2006, it was a flight search engine only. It's inspirational travel blog was launched in 2007. In the same year, the company launched a series of city guides called Momondo places. Momondo is perhaps most famous for its DNA Journey advertising epic that made people rethink about their connectedness in today's world.
Warby Parker – Designer eyewear at revolutionary price
"Every idea starts with a problem. Ours was simple: glasses are too expensive. We were students when one of us lost his glasses on a backpacking trip. The cost of replacing them was so high that he spent the first semester of grad school without them, squinting and complaining. (We don’t recommend this.) The rest of us had similar experiences, and we were amazed at how hard it was to find a pair of great frames that didn’t leave our wallets bare. Where were the options?"
Read more about Warby Parker >
Red Bull – Space jumps, air races ... energy drinks and media house
Red Bull changed the game of energy drinks. But it is much more than a drink, it’s a brand that reflects an attitude to life, and can therefore do more. In fact it has become a media company, with some of the world’s most extreme physical events, amplified as digital content. Not as a promotion for its drinks, but as the core business, with drinks on the side.
Zuvaa – The global marketplace for African-inspired fashion
Zuvaa launched in 2014 as an online destination of African Inspired fashion and accessories.Kelechi Anyadiegwu started the fashion business to fill a void which she saw in the African Fashion Industry, a place for affordable, ethically made, African-inspired pieces.
Glossier – Beauty brand for the Instagram generation
"Women today have different needs than we have had in the past, but beauty companies haven't necessarily been the most reactive to that," says Emily Weiss who launched the skincare and cosmetics brand in 2014. "We wanted to create a very democratic movement, and the channels most fitting that goal were direct, digital ones."
Parkrun – The running movement that spread across the world
Parkrun is a beautifully simple concept: turn up every Saturday and run 5km, or if you’re a junior: 2km every Sunday. Over a million people, every week. In Australia, in Russia, in South Africa. Across the world. It doesn’t matter how fast you go. It doesn’t matter what you’re wearing. What matters is taking part. It's free, simple and for everyone.
Jaunt – Immerse yourself in cinematic virtual reality
The idea for Jaunt originated in early 2013 when one of the founders returned from an amazing experience at Zion National Park. What if he could go back there for a brief jaunt, at any time, from any place? The emerging consumer VR industry provides the mechanism to travel to virtual worlds. Jaunt aims to put realism back into the virtual reality experience, lending an uncanny sense of presence never before possible with any other technology.
Riot Games – League of Legends is reinventing the world of gaming, and the world of sport.
In a world where real sports are challenged by online gaming, attention spans fall from a 2 hour movie to a 10 second snapchat, lying in your bedroom but still seeking the thrill of the partisan crowd ... Riot Games is the answer to your millennial prayers. Each game demands 30 to 60 minutes of players' undivided attention. The average player spends 30 hours a month on the game ... that's three billion player-hours each month
77 Diamonds – Diamonds are the real thing, even for online retailers.
Europe’s largest online diamond jeweller, set up by two twenty-something friends, one a banker, the other the son of a diamond miner. Today they run a $25m business, across 77 countries, delivering finely crafted diamond jewellery direct to consumers through a luxury service that offers great value.
FanDuel – Making sports more exciting, everyday.
FanDuel is the world-leading online daily fantasy sports company, operating in one of the fastest growing sectors of the sports and entertainment industry. It has become a household name in the US and one of Scotland’s only two unicorn companies, valued at more than $1 billion. Since its launch in 2009, its been disrupting the fantasy sports industry and changing the way millions of people experience sports.
Corning – Exploring the possibilities of a life made of glass
We live in a world of glass – from tablets to televisions, high rise buildings to Google Glass. But glass breaks. Not if its made for gorillas. Corning has turned itself into an ingredient brand that even adds value to Apple.
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Rapha – More than clothing, more than a store, more than a sport
Cycling is a sport of connisseurs. They love their coffee, in France they love their pastis, and they love their bikes and gear. Riding in the heart of a Sunday morning pelaton is as much social as physical, and so Rapha designed to create premium cycling gear, and coffee shops – or Cycle Clubs – where enthusiasts can meet.
BeMyGuest – Taking Asian travellers off the beaten path
BeMyGuest is your gateway to Asia, in one sense an online marketplace of small travel companies from across the continent, but more importantly a traveller's guide to the most unusual, interesting and spectacular places in a largely undiscovered continent.
Surf Air – The "Netflix of the skies" takes off in Europe
There’s a smarter, better way to fly in Europe. Since 2013 Surf Air has delivered all-you-can-fly subscription air travel between key cities in California, and now its taking off in Europe, with the same revolutionary unlimited travel business model.
Under Armour – Outperforming Nike at the Rio Olympics
It started with a simple plan to make a superior T-shirt. A shirt that provided compression and wicked perspiration off your skin rather than absorb it. A shirt that worked with your body to regulate temperature and enhance performance.
Read more about Under Armour >
Ipsy – Michelle Phan reinvents the beauty industry
Michelle Phan is the world's most successful YouTuber with almost 9 million followers of her daily video posts. She has inspired women across the world through her beauty tutorials, and in making the right choices in a bewildering market. To help them she created Ipsy, where for $10 each month, subscribers receive a Glam Bag with deluxe samples and full-sized beauty products, showcasing the best products and stylists, but also commoditising their brands. Ipsy is now the world's largest online beauty community, and a fabulous example of influencer marketing.
Dollar Shave Club – "Our Blades Are F***ing Great"
Dollar Shave Club delivers amazing razors and grooming products for ... a dollar a month. The provocative start-up cuts through an industry built on emotion-driven profit margins to showcase a new world of targeted relevance, disruptive innovation, direct selling, subscription pricing and viral communication.
Read more about Dollar Shave Club >
Tatcha – Beauty inspired by the Japanese Geisha
Vicky Tsai was sitting at her Merrill Lynch analyst desk watching 9/11 as it happened. It made her realise that there must be a better world. She started to explore the world, culture, and spirituality. She was taken by Asian culture, and in particularly the secrets of the Japanese geisha. Tatcha was born to share the geisha's wisdom with modern women everywhere, and to further the belief that true beauty begins with the heart and the mind.
Vinaya – The millennial entrepreneur who thinks human first, tech second
Kate Unsworth's favourite words are banana and martini. She is a maths grad and part-time model, who has embraced a millennial mindset for business, and also a love of technologies that are thoughtful, human and fashionable.
Diesel – The brand for successful living
Renzo Rosso sees his work as an art and not a science, the company has redefined how a brand sees and communicates with its customers since 1978.
Isamaya Ffrench – The London Beauty Alchemist
Seamlessly shifting between beauty and art, Isamaya Ffrench is a self-taught and tech-savvy innovator who is redefining the boundaries of make-up
Read more about Isamaya Ffrench >
Vice Media – Media for millennials
Vice was launched in 1994 as a "punk zine" and has since expanded into a leading global youth media company with bureaus in over 30 countries. It includes the world’s premier original online video destination, a network of digital channels, a television production studio, a magazine, a record label, an in-house creative agency, a consumer insights team, and a book-publishing division.
Disney Pixar – Inspiring humanity through the power of storytelling
Pixar creates the world’s most loved movies. Creating animations is relatively slow and costly, but with a focus on character building and incredible storytelling, the brand has created hit after hit. It’s creative process – based around ideas and stories – is a great model for any type of brand building and communication.
Read more about Disney Pixar >
Lego – Rebuilding the business with “creative play”
Lego almost died. Under pressure from an avalanche of digital games, the classic toy brand responded by seeking to imitate its challengers, losing sight of what made it special.
Philosophy – The miracle worker ... inspiring people to believe in more
Philosophy is a skincare brand with a message to inspire your life. Rather than functional science, consumers engage in emotional wellbeing, and being part of a community who believe in better.
Inditex – Fast fashion from La Coruña to Bershka, Mango and Zara
Inditex group has built on the global success of Zara and its fast fashion, to develop a range of retail brands that carefully target adjacent market segments with distinctive and relevant fashions. As markets and trends evolve the portfolio gives the group strength and agility.
Lewis Road Creamery – New Zealand's best ice cream and milkshakes
If you’re going to set out to make the world’s finest dairy from a converted shipping container in the Bay of Plenty, it goes without saying you’re not taking the most conventional route. But conventions have never been something Lewis Road Dairy have been much of a fan of anyway.
Read more about Lewis Road Creamery >
Triangl – Melbourne to Millennials, all thanks to Instagram
Vibrant, color-saturated bikinis are popping up on beaches everywhere this summer. The perpetrator: a budding swimsuit company with Australian roots called Triangl.
Lumio – Jakarta to Kickstarter, Techshop to MoMA
The Lumio lamp is beautiful, stylish, innovative ... practically, it is an LED lighting fixture that folds out of a portable wood hard-bound book and can be placed or hung anywhere.
Brooklyn Superhero Supply Co. – A gallon of gravity, a can of X-Ray vision
Charities and non-profits can be some of the most innovative businesses. Yet too often they forget to engage and inspire their audiences, with all predictable fundraising campaigns. Not here!
Read more about Brooklyn Superhero Supply Co. >
Snap – Share life with friends, fast and fun
Snap a photo or a video, add a caption, and send it to a friend (or maybe a few). They'll view it, laugh, and then the snap disappears from the screen - unless your friend takes a screenshot!
BuzzFeed – Shaking up media across the globe
The digital media powerhouse, read by over 200 million people every month, was declared the world's most innovative company in 2016.
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GE – Becoming market makers with "brilliant machines"
GE is leading an industrial revolution in applying the “internet of things” to business processes and equipment. The challenge however is to make sense of the new possibilities in ways that capture the imagination of businesses and consumers.
Samsung – South Korea puts the tae kuk into the Galaxy
Samsung has always focused on innovation, however it was only by embracing the power of design, that they were able to engage people in objects of desire, rather than products quickly imitated.
Mayrig – Cooking up a passion for Armenian culture
Whilst most of Armenia is long gone, the culture lives on through traditional recipes and incredible food that brings people together to share incredible food, and explore the stories that sustained a nation, and now still inspires a global tribe.
Zipcar – Why own a car when you can hire a cooler one?
Collaborative consumption drives the better use of assets, and often a better deal for customers. Better products at a fraction of the price. The subscription model builds community and loyalty.
Airbnb – Now you can belong anywhere
Airbnb is a great example of collaborative consumption, making more of under-utilised assets, whilst also enjoying the social experience of sharing. All built around a sustaining community.
Threadless – The crowdsourced t-shirt community
Threadless was one of the first crowdsourced brands, recognising the power and passion of user-generated designs. Voting and limited availability keeps people coming back to the site, from which a vibrant community has developed, engaging people physically and online.
Netflix – Changing what and when we watch
Netflix grew out of consumer frustration with the stupid rules of an old model. This provoked one guy into creating a better solution, which has continued to evolve in format and business model as new technologies emerge, and competitors catch up. The next horizon of data-driven content creation is perhaps most intriguing.
Renova – The sexiest toilet paper in the world
Renova is on mission to brighten up your life. Why is toilet paper white? The Portugeuse brand a hit in Hollywood bathrooms with its black paper. Colour is a bold, but simple way to change the game.
Epocrates – The doctor’s brain in the palm of his hand
Instant access to technical and patient knowledge transforms the speed at which doctors can offer diagnosis and treatment. This results in improved decisions, delivering faster treatments, at lower costs.
23andMe – The $99 DNA profile could change your life
23andMe can transform our attitudes to health, diet and mortality … but also entire industries, drugs driven by future needs, healthcare refocused on prevention, insurance premiums to reflecting new risks.
Umpqua Bank – Fall in love with "the world's greatest bank"
Umpqua reimagined the banking experience around customers, inspired by parallels such as Gap and Starbucks. A passionate focus on people and service has created a digitally-enabled physical experience like no other.
Moven – Bank 3.0 that promises to be different
Moven is a digital financial manager designed around the mobile consumer, making banking and life easier, and through a range of easy and fun analytics, embracing games and social media, and even makes you a rockstar!