“WE TURN GREAT IDEAS INTO TRANSFORMATIONAL STRATEGIES, PRODUCTS, AND BRANDS.”
ONCE YOU HAVE A GOOD IDEA... ThenWhat
As a world-class advisory and innovation lab with partners in Tokyo, New York and London, we help brands rapidly realize and scale their ideas from concept to consumer.
We blend creative strategy and operational excellence with a deep awareness of the cultural conversations relevant to Cross Generational audiences. This is the lens we use to reimagine established brands, propel new brands and fuel brand collaborations.
Our Methodology
ThenWhat is grounded in Process. Our extensive Global Brand Leadership has allowed us to test an abundance of ideas including creating innovative products, driving brand turnarounds, and developing brand experiences.
In co-development with our strategic partner, Heart-Data, we use the D.I.G. Methodology. Working with Heart-Data allows us to use data and trend to research the consumer behavior and marketplace. Jointly, we approach a problem as follows:
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DISCOVERY
We explore the opportunity & trends of consumers, competitors, retail marketplaces, employees, and organizational strengths and weaknesses.
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INSIGHTFUL STRATEGY
Ideate Insights & Innovate against the opportunity, develop innovative corporate branding, marketing messages, communications, product innovation plans and strategies.
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GO-TO-MARKET
Bespoke plan facilitation and creation incorporating brand strategy, merchandising, design, planning, sales and marketing.
Our Expertise
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We develop a deep understanding of your brand - your product, your consumer and your goals - to deliver strategic best practices, short and long-term recommendations, flexible processes and comprehensive roadmaps so your brand is equipped to respond to changing market needs and consumer trends.
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Today’s consumers want to experience and connect with products, and they want to support brands whose values align with their own. From concept to consumer, our team brings an insightful and creative approach to developing and executing new programs and opportunities that drive engagement, equity and overall brand growth.
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At our core, we are global product leaders who thrive on product excellence. With over 30 years of experience with iconic apparel and footwear brands, the ThenWhat team has developed a unique, merchant-led approach to create the best physical and digital products and experiences for your brand.
Our Clients
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JIMMY CHOO x MALBON GOLF
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STARBUCKS JAPAN x PORTER
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ORVIS BRAND & MERCHANDISING STRATEGY
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JIMMY CHOO x SAILOR MOON
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STARBUCKS JAPAN x PEANUTS - Drop 2
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LEVI'S GLOBAL BRANDING RESET
“What a phenomenal group of thinkers, creators, and collaborators. ThenWhat pushes brands to innovate and think beyond traditional solutions to business challenges.”
— Stacey Shulman
Vice President Network and Edge Computing Group / GM Health, Education and Consumer Industries Intel Corporation
“ThenWhat’s grasp of emerging generations and the cultures they operate in brought a valuable perspective to the process of reimagining brand. Their ‘people first’ and holistic approach preserved our brand values while creating a relatable identity that was ready to connect.”
— Hannah Coleman
CEO of Jimmy Choo Ltd.
The Team
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Grant Barth
FOUNDER / CEO
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Angelo Ng
PARTNER / GENERAL MANAGER
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Jess Locke
PROJECT & OPERATIONS MANAGER
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Colleen Campbell
PROJECT & OPERATIONS MANAGER
