MIND TORNADO is a creative cradle for Scandinavian D-T-C brands. Our mission is to create cool, innovative and quirky Scandinavian brands in narrow but up-trending categories.
Our method is clear…
Find a narrow but up-trending consumer space | Create a killer product – optimise it to 2-3 specific and tight targets | Execute through intriguing consumer experiences to scale
Three pillars to our market approach
Focus on narrow up-trending consumer spaces
We look for promising narrow consumer spaces about to or just trending-up in which we create cool, quirky, innovative and fun brands to scale.
Mind Tornado is the umbrella company for these individual brands.
Be mind blown. Be free in mind. Be focused. Be mindful. And never mind the gap.
Insight led & Scandinavia focused
We are about idea generation and execution of D-T-C brands – based on strong consumer insights and brand strategy thinking.
Starting with deep and varied understanding of the target need we crate brands that matter, resonate and have an impact on people’s lives.
We focus on the Scandinavian consumer and develop products and consumer experiences specifically to our dedicated Scandinavian targets.
Intriguing consumer experience is king
Who cares if you can convert if you can’t make your clients exceptionally satisfied in the long run?
Amazing consumer experience on every step of the consumer journey is how you become the best brand in any category.
What we strive for is to build is not only a smooth customer experience – but an intriguing one. One that inspires, captivates and entertains.
A modern brand should be presented to consumers through a broad variety of actual experiences with it. People must get to know it through how it’s walking its walk, not how it’s talking its talk.
Since a brand only exists in the perception of people then the best way to build a brand is to make people experience it for real – here, there and everywhere.
How do you want to build your brand?
Through making it talk the talk? Or through making it walk the walk? Answer it through the eyes of a consumer – and the answer is self-given.
A modern brand should be based on offering its consumers a wide variety of experiences that help to establish the idea of what the brand is about (the brand position) in the minds of its consumers.
Experiences that don’t just take (attention) but give (amusement, education and new knowledge, entertainment, an element of surprise, challenging presumptions, making you feel better about yourself and so on).
Rather than talk, talk, talk – cool brands walk, walk, walk, walk, walk and then walk some more.
And they walk in all kinds of ways.
Creatively. Unexpectedly. To the interest of their consumers. On brand and on the brand position.
In fact when creating a position and a personality for a brand one of the most central considerations is how it will be able to deliver ‘walking’. How it will be able to make the brand live through actual brand experiences?
Think SoMe content that not only sells but gives a small experience generating value in itself. Think branded communities that help your target move on in their own personal missions. Think packaging that tells a new story every time the consumer interacts with it (giving that additional inspiration, motivation or a new edge). All on brand and its position.
Brand = product + consumer experience. When done well neither the brand owner nor the consumer knows which one is most important.
“We want to create brands that are first-to-market in Scandinavia and ones that are truly difficult to catch-up to for future competition – because of a superior product but also because they offer truly inspiring consumer experiences across a creative variety of touch points”
Adam Stasiak
Chief Vision Officer, Mind Tornado