The value of disruption and category differentiation

August 22, 2014

Eric Schnell and Debbie Wildrick, founders of natural products consultancy MetaBrand, share what piques their interest about new brands at Expo. 

"Disruption and category differentiation is very much what gets us excited," says Wildrick. "Coming to us with a 'me too' is not going to have as much success."

Schnell pointed to SoapBox Soaps, the winner of the Expo West 2014 Pitch Slam, as an example of a brand that is worth getting excited about. "[SoapBox] is just an unbelievable ethically-created, conscious brand that gives back to children in need all across the world," he says. "We just love their mission, love their social responsibility, and love the actual product."

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