Sew What Inc.
It is challenging, to say the least, to develop a proprietary brand and establish meaningful brand awareness when the category brand leader is so well known and has the marketing budget to dwarf practically any competitor, but this is exactly the case with Sew What? Inc.
Our solution involved, among other things, positioning Sew What? as counter-conventional and non-commercial, with young and passionate leadership that is decidedly anti-corporate.
In short, we positioned Sew What? as a guerilla brand, a boutique brand. They became a welcome option to the giant category leader and their pure passion and energy have propelled the company forward.
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