{"id":82,"date":"2026-01-17T09:08:23","date_gmt":"2026-01-17T09:08:23","guid":{"rendered":"https:\/\/braveboy.asia\/blog\/?p=82"},"modified":"2026-01-17T09:08:23","modified_gmt":"2026-01-17T09:08:23","slug":"want-to-improve-your-marketing-use-this-5-step-strategy-from-by-the-branding-agency-behind-allbirds-ramp-and-supergoop","status":"publish","type":"post","link":"https:\/\/braveboy.asia\/blog\/index.php\/2026\/01\/17\/want-to-improve-your-marketing-use-this-5-step-strategy-from-by-the-branding-agency-behind-allbirds-ramp-and-supergoop\/","title":{"rendered":"Want to Improve Your Marketing? Use This 5-Step Strategy From by the Branding Agency Behind Allbirds, Ramp, and Supergoop"},"content":{"rendered":"\n

Want to connect more deeply with your customer, and create branding and marketing that\u2019ll capture their attention?<\/p>\n\n\n\n

Take the \u201cWhy Test\u201d.<\/p>\n\n\n\n

It\u2019s a simple framework developed by Emily Heyward<\/a>, cofounder and chief brand officer of Red Antler<\/a>, the branding agency behind Hinge, Ramp, Allbirds, Supergoop, and other highly accomplished brands.<\/p>\n\n\n\n

Here\u2019s how it works.<\/p>\n\n\n\n

Why use the Why Test<\/strong><\/h2>\n\n\n\n

When Heyward meets founders, she often asks them a question: \u201cWhat\u2019s the problem you\u2019re trying to solve for people?\u201d<\/p>\n\n\n\n

In response, she says, people often share their business idea. They\u2019d say something like: \u201cOh, the problem that I\u2019m solving is that I made a cereal with natural ingredients.\u201d<\/p>\n\n\n\n

\u201cThat\u2019s not a problem,\u201d Heyward says. \u201cThat\u2019s a solution.\u201d<\/p>\n\n\n\n

To truly connect with consumers, she says, you must understand their problem \u2014 down to a fundamental, human level.<\/p>\n\n\n\n

\u201cSo I created this little exercise for the team at my team,\u201d Heyward says. \u201cWhen you\u2019re writing a strategy and you have a really deep consumer insight, you must be incredibly annoying and keep asking, \u2018Okay, but why does that actually matter? Why does that<\/em> actually matter?\u2019 Like, people want to cereal with natural ingredients? Well, why<\/em>?\u201d<\/p>\n\n\n\n

How to take the Why Test yourself<\/strong><\/h2>\n\n\n\n

Here\u2019s how it works:<\/p>\n\n\n\n

Step 1: State Your Brand\u2019s Core Message<\/strong><\/p>\n\n\n\n

Write down how you describe your brand or product in a simple sentence.<\/p>\n\n\n\n

Example: \u201cWe make high-quality running shoes.\u201d<\/em><\/p>\n\n\n\n

Step 2: Ask \u2018Why Does That Matter?\u2019<\/strong><\/p>\n\n\n\n

Answer why your core product or message is important to your audience.<\/p>\n\n\n\n

Example: \u201cBecause runners need reliable, comfortable shoes.\u201d<\/em><\/p>\n\n\n\n

Step 3: Ask \u2018Why Does That Matter?\u2019 Again<\/strong><\/p>\n\n\n\n

Keep pushing deeper into the emotional or functional significance.<\/p>\n\n\n\n

Example: \u201cBecause when runners have the right shoes, they perform better and avoid injuries.\u201d<\/em><\/p>\n\n\n\n

Step 4: Repeat Until You Hit an Emotional or Differentiating Core<\/strong><\/p>\n\n\n\n

Keep asking why<\/em> until you uncover a unique or powerful insight.<\/p>\n\n\n\n

Example: \u201cBecause running is more than exercise \u2014 it\u2019s about pushing personal limits and feeling unstoppable.\u201d<\/em><\/p>\n\n\n\n

Step 5: Refine Your Brand\u2019s Messaging<\/strong><\/p>\n\n\n\n

Once you land on an answer that resonates deeply, use it to craft clearer, more impactful messaging.<\/p>\n\n\n\n

Instead of \u201cWe make high-quality running shoes,\u201d<\/em> your brand might say: \u201cWe help runners break their limits with gear designed for performance and endurance.\u201d<\/em><\/p>\n\n\n\n

Your answers should get deep!<\/strong><\/h2>\n\n\n\n

At the end of this process, Heyward jokes, the Why Test will always end in a fear of death.<\/p>\n\n\n\n

\u201cThe idea is that the ultimate motivator of anything a human does is, like, our sense of our own mortality \u2014 whether that\u2019s to look younger, or sexier, or eat better, or whatever it might be,\u201d she says. \u201cObviously, we don\u2019t end up writing strategies that are all about fear of death, but then you can go back up and say, \u2018Okay, what are we actually solving for people here that\u2019s on a deeper level?’\u201d<\/p>\n\n\n\n

You can see this logic inside of all great marketing. For example, let\u2019s use this old FedEx ad:https:\/\/www.youtube.com\/embed\/EcqH9KofFXs?si=xk7DYnQDZqFrl0Jh<\/p>\n\n\n\n

The ad is set in an office. The boss calls in sick, and everyone immediately gets up to go play golf.<\/p>\n\n\n\n

What does that have to do with FedEx\u2019s shipping services? Consider the Why Test.<\/p>\n\n\n\n

Step 1: The mission.<\/strong> FedEx\u2019s core value is making shipping easier.<\/p>\n\n\n\n

Step 2:<\/strong> Why is that important? <\/strong>Because it makes work more efficient.<\/p>\n\n\n\n

Step 3:<\/strong> Why is that<\/em> important?<\/strong> Because people don\u2019t want to work all the time. (Why? Because there\u2019s more to life than working \u2014 and one day we\u2019ll die! As Heyward says, it all ends in mortality.)<\/p>\n\n\n\n

From there, we\u2019ve arrived at a great insight: If FedEx can help people work less, FedEx will become more beloved. That idea is heavily infused into the ad.<\/p>\n\n\n\n

The goal, Heyward says, is find \u201cthe emotional hook\u201d \u2014 the insight that\u2019ll connect deeply with your consumer.<\/p>\n\n\n\n

After that, the marketing and branding ideation can really begin: \u201cThe next question is like, \u2018Okay, then does that lead us to an interesting place creatively?’\u201d<\/p>\n\n\n\n

Latest<\/a><\/h2>\n\n\n\n

<\/a><\/p>\n\n\n\n