Building a Brand on Shame: Lessons from Lume, the Whole Body Deodorant Designed to Help Fight Odors ‘Down There’
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By: Kris Medford Rossi, Ph.D., Senior Strategy Director for Design Bridge and Partners
New brands often seek to disrupt well-established categories, and more often than not, they fail. To be fair, consumers have limited attention spans, but gaining traction when divining a new routine or drawing attention to new needs is even harder.