Building a Brand in a Mobile First World

DSC_0495By Amanda Moses

Advertising Week in Times Square is an amazing opportunity for businesses, entrepreneurs, and other innovators to build their brand with the help of seminars and panels led by professionals. Aside from having your business plans, funding and priorities laid out, it’s important to look at what’s out there in terms of social media outreach, mobile applications and other ventures that can take your project to the next level.

On September 26th, Jessica Alba, founder of The Honest Company, sat with Neil Blumenthal, cofounder
and Co-CEO of Warby Parker, and moderator Harry Kargman of Kargo during a panel entitled, Building a Brand in a Mobile First World. The discussion delved into developing internet based companies, what it takes to become a successful entrepreneur, and creating a household product.

Actress Jessica Alba learned, after giving birth to her first child, that it was hard finding trusted products that were safe for cleaning, personal care and just overall baby needs. After two failed attempts in creating a productive and dedicated team, it was her third try when she finally was able to launch The Honest Company. This organization offers safe products for families to use in their home, whether it is body wash infused with botanical extracts, baby formula or laundry detergent, The Honest Company promises that each product is free of harmful chemicals. “I founded The Honest Company because I wanted safe, effective products that perform. After all, you shouldn’t have to choose between what works and what’s good for you,” said Jessica
Alba on her website.

Alba is able to reach out to her customers through both her website and an Honesty Blog that introduces people to her products and inspires a healthier way of living. Using social media and website chat options, Alba’s company is able to learn about consumer problems in real time and develop products that
resolve these issues.

DSC_0422_previewBlumenthal’s company had a similar start. His company was created while he was in business
school when his friend, and co-founder, lost a pair of glasses during their first semester. However, he could not afford to replace them because the lenses and frames were too expensive. “It turns out there was a simple explanation [for the expensive price tag on glasses]. The eye-wear industry is dominated by a single
company that has been able to keep prices artificially high while reaping huge profits from consumers who
have no other options. We started Warby Parker to create an alternative,” according to the
creators of Warby Parker on their website.

Warby Parker is mainly a website based prescription eyeglasses and sunglasses company with a limited number of retail showrooms around the United States and Canada. They offer free shipping and returns within 30-days, and a no questions asked return policy as well as a one-year, no-scratch guarantee for lenses (scratched lens will be replaced within the first 12 months).

Both Alba and Blumenthal developed brands that answered common problems that people face
with simple, online solutions. Warby Parker was founded in 2010, and The Honest Company was created in 2011, and yet during that time-frame developing businesses that deliver straight to the customer online was
groundbreaking.

Alba and Blumenthal described their experiences as a hard start making sure their companies
continually deliver products worthy of their adversaries, and they also highlighted how their unique, truthful business messages were also the first of its kind. For entrepreneurs looking to try and solve a problem with their brand, perseverance and maintaining a truthful message are some of the key points that Alba and Blumenthal describe when creating a successful household product.

Photo by Dean Moses