Explore

Oct 7 - 11

Action Items:

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Brief in 1 net new concept

baby shower dress concept

founder’s ad filming next week

testimonial mashup

armadillo concept

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> Brand story - founder story

the why behind the brand

competitor is telling it for them:

estroni

medium fatigue - 14 days

high fatigue - 26 days

ascend the latter of positioning - higher brand aesthetic/aspirational. not less than.

“ i want to be that woman”

Persona 1: mom who doesn’t want to lose her identity

Persona 2: younger first time mom. maternity wear but not maternity

Persona 3: selling the dream but not quite there. the cool mom.

second time moms

more social proof

focus more on the new personas

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Static with review quotes: “Our Velcro baby wants to be held upright all day and this is the only thing that has saved my back”

1 bumpsuit throughout pregnancy:

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https://www.dropbox.com/scl/fi/pgdcm8cfg9rkccit2x1om/107_IG_reel_katiabettin_2024-09-08.mp4?rlkey=sz35mpztdhg7d8nth9378bs05&e=1&st=gpqubelo&dl=0⁠

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Ideation Refinement:

Does the idea relate to the target persona?

Does it capture an existing trend that the persona is interested in?

Is it relatable yet aspirational?

Is the message direct, clear and simple?

Make it more believable; credibility, social proof, brand transparency.

Make it sound new; make the same message sound clever & novel.

Does it help the person become more of the person they want to be?

Is it polarizing, clearly defining what it does or does not stand for?

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