Yo, Pioneers! Tips on Framing the Development of a New Category

When Ben Witte launched Recess, there wasn’t a lot of relaxation of any type in the beverage business - CBD derived or otherwise. Here’s how brand architecture and systems thinking allowed him to make the case for building a new category within the existing marketplace.

Transcript

Speaker 1 [00:34] I'm really glad we were talking about psychology because I'm going to tell you how to make Ben Witte nuts. You ask him how it's going in the CBD business. That's because Ben for Ben, the construction of Recess was much more than just harnessing an attention grabbing ingredient to build a brand. In fact, he's probably kind of pissed at me for even introducing him this way. Um, for Ben, the launch of Recess was about building a category based on a concept, and that's relaxation rather than an ingredient like CBD. And in the past couple of years, he's proven that an idea is…

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