Why We’re Different

Our Disruptive Beliefs

When building a brand, you must know exactly what makes you different. Convention is how everyone else is doing it. Disruption is how you’re doing it differently.

Most brands born from passion have naturally disruptive forces. They understand their audience and their needs because they are the market—literally living it every day. Truly understanding your market’s conventions and where you are disruptive is how you lay down the foundation for a Forever Brand. Our Convention vs. Disruption Roadmap details all of the ways we created meaningful change within the industry.

Conventions

The traditional, expected way of
operating in the industry.

Disruptions

Our core beliefs that directly
conflict with convention.

  • Contrived Ambition
    Passionately Compelled

    We believe when your drive is fueled by a passion to create and share, amazing things can happen.

  • Brand and business are mutually exclusive
    Brand and business are mutually mandatory

    We believe you can only create a Forever Brand with a completely fused brand and business.

  • Stay true and the business will take care of itself
    Make a great business by staying true

    We believe the only way to be successful is to be true to who you are and scale in what you believe.

  • To get a business off the ground you need money
    To get a business off the ground you need support

    We believe new companies need tools, passion, commitment, expertise, money, and manpower to send amazing ideas into the stratosphere.

  • High-volume lottery
    Predictable success

    We believe launching a new company is never a sure thing so one must do all they can to engineer long-term profitable success before they start.

  • Brand is the creative layer over a marketing plan
    Brand is the soul

    We believe putting the brand first dictates the strength of the core business and its ability to thrive forever.

  • Plan and process stifle creativity
    Plans and process provide the rails for pure, creative freedom

    We believe it takes hard work, plans, and a proven process to go from a creative passion to a profitable business.

  • It sells itself
    Designed to sell

    We believe it takes more than a good idea—it takes tools, know how, and dedication to make an idea catch fire and stay burning.

  • Owned media is your social media and website
    Owned media is the center of gravity

    We believe Owned Media is the lifeblood of brands that stand for something.

  • Build for a moment in time
    Build a fire that never dies

    We believe brands should be designed to live forever.

Our
Investment

Philosophy

We partner with early stage companies within focused territories we feel are the perfect collision between our expertise, our Brand POV, our network, audience alignment, degree of trend adoption, accelerant opportunity, etc.

We aim to acquire a significant stake in the companies we engineer with the goal of accelerating them to strategic growth capital with a significantly higher valuation due to:

  • Our accelerant
  • Our engineering system
  • Our universe

Our
Investment is
Beyond Money

We help in four ways:

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  • /
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We’ve curated a symbiotic network made up of a series of interconnected people, media, operators, financiers, distributors, influencers, partners, proven methods, and best-in-class specialists who think alike, working together to create amazing brands.

Our focus on
Forever Brands

We refer to lifestyle brands that solve a need for an established Core, but have the ability to scale to a larger More as Forever Brands.

Forever Brands...

  • Design products for a specific Core’s need
  • Defy trend and live forever—they are truly permanent and perpetual
  • Possess a built-in authenticity anchor
  • Transcend distribution
  • Scale stories beyond the Core
  • Inspire passion and loyalty

Our Core‑to‑MorePhilosophy

Our Core‑to‑More philosophy is rooted in the belief that a company should be able to sell products to the masses without wavering in their commitment to the loyal Core. When a company is built around a Core, it creates an Authenticity Anchor that can last forever. This anchor ensures meaningful, recurring product innovation, long-term consistency, and hyper focus.

Our Approach to
Integrated Media

We believe the only way to look at media is holistically—a brand’s owned, earned, paid, and influencer media must work seamlessly together to effectively communicate a brand’s Story Core.

  • Owned Media
  • Paid Media
  • Earned Media
  • Influencers

Owned Media

Created & Controlled Media

  • Websites
  • Mobile Apps
  • Multi Channel Networks
  • Direct Emails/CRM/SMS
  • Original Content
  • Social Media Channels
  • Created/Owned Television Shows
  • Custom Relations
  • Retail Presence/Pop
  • Events
  • Packaging
  • Product or Service
  • Blog
  • Catalog

Paid Media

Traditional Advertising

  • Paid Content Promotion
  • Retargeting
  • Pay-per-Click
  • Display Ads
  • Social Media Ads
  • Paid Television Ads
  • Print Ads
  • Billboards
  • Adwords
  • Pre-roll

Earned Media

Organic Sharing

  • Mentions/Comments
  • Shares/Likes
  • Embeds
  • Reposts
  • Reviews
  • News Stories
  • SEO
  • TV Placements/Exposure
  • Word of Mouth/Referrals
  • Employee Advocacy
  • User Generated Content
  • Bookmarking

Influencers

Core‑to‑More Connectors

  • Organic Influencers
  • Paid Influences
  • Celebrities
  • Sponsored Athletes
  • Tastemakers
  • Trendsetters
  • Prosumers
  • Brand Ambassadors
  • Brand Advocates
  • Internet Famous
  • Pro Form Programs
  • Fans
  • Passionates
  • Friends & Family
  • Industry VIPs
  • Core Seeding

Our Scalable Media Mindset

We believe the best stories scale, meaning they are beloved by the Core but have the universality to reach and connect to the masses.

When a Scalable Media mindset is employed in the engineering of a brand, stories are specifically designed to be so universally engaging that they have the ability to scale into their own brands and produce their own products such as TV Shows, Films, Books, Apparel, and more. We engineer Scaling Stories into all invested brands.