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How to build a brand for Alphas
In this inaugural series episode 'HOW GOOD GETS GOOD', we talk to Moot, a new model for youth hospitality. A membership club created by teenagers, for teenagers.
We talk about why Moot started, the enormous appetite from tweens, teens, and parents for spaces like this, and what other brands should know about building for the oft misunderstood Alpha.
Hit the links to skip to what strikes your fancy!
03:04 — What is Moot and why teens (and parents) are desperate for it.
06:08 — Meet Cheryl and Paul, the founders of Moot.
07:07 — Why society fears Alphas. But shouldn’t.
10:58 — Are sanctioned spaces inherently uncool?
17:20 — How Moot designed their space with teens.
22:00 — Parents hold the purse strings. Teens hold the influence. You need both.
24:47 — Trust your audience. Give them respect and they’ll give it right back.
28:42 — Advice for brands? No shock. It’s all about vibe.
31:08 — Brand partnership opportunities & not mollycoddling teens.
USEFUL LINKS
Meet Moot, a new model for youth hospitality. A membership club created by teenagers, for teenagers.
Website | Insta
ABOUT THE PODCAST
Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.
Chris writes a weekly newsletter for +14K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands | Follow her on Substack
PPS. If you like this, I write a newsletter for 14K subscribers on the best-of-the-best on trends, marketing, and culture—everything I’m dropping to friends on Slack or finding useful in meetings with brands. Get GOOD THINKING in your inbox weekly with the link in my bio.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com
View all episodes
By Chris Danton & Kirsten Ludwig | IN GOOD COIn this inaugural series episode 'HOW GOOD GETS GOOD', we talk to Moot, a new model for youth hospitality. A membership club created by teenagers, for teenagers.
We talk about why Moot started, the enormous appetite from tweens, teens, and parents for spaces like this, and what other brands should know about building for the oft misunderstood Alpha.
Hit the links to skip to what strikes your fancy!
03:04 — What is Moot and why teens (and parents) are desperate for it.
06:08 — Meet Cheryl and Paul, the founders of Moot.
07:07 — Why society fears Alphas. But shouldn’t.
10:58 — Are sanctioned spaces inherently uncool?
17:20 — How Moot designed their space with teens.
22:00 — Parents hold the purse strings. Teens hold the influence. You need both.
24:47 — Trust your audience. Give them respect and they’ll give it right back.
28:42 — Advice for brands? No shock. It’s all about vibe.
31:08 — Brand partnership opportunities & not mollycoddling teens.
USEFUL LINKS
Meet Moot, a new model for youth hospitality. A membership club created by teenagers, for teenagers.
Website | Insta
ABOUT THE PODCAST
Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.
Chris writes a weekly newsletter for +14K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands | Follow her on Substack
PPS. If you like this, I write a newsletter for 14K subscribers on the best-of-the-best on trends, marketing, and culture—everything I’m dropping to friends on Slack or finding useful in meetings with brands. Get GOOD THINKING in your inbox weekly with the link in my bio.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com