Perry Lowder

Creative Brand Strategist


Brand Positioning

The Challenge:

Create a go-to-market story for a new startup, Myndful.

Myndful sells genetic testing kits that indicate the prevalence of the APOE gene, a genetic predisposition to developing more severe symptoms following a concussion. The company was targeting parents of children participating in contact sports.

The Problem:

Myndful’s focus on sports-related concussions ignored the fact that many concussions occur off of the playing field, unnecessarily limiting the brand’s potential reach.

The Solution:

We discovered two key pieces of information:

  1. The APOE gene has also been linked to an increased risk of developing Alzheimer’s disease.

  2. Parents of children in contact sports were more concerned with the long-term effects a concussion might have on a child’s memory and personality.

Understanding a common link between concussion symptoms and Alzheimer’s disease--the mind--we repositioned Myndful as the champion of one’s mind identity. By reframing Myndful’s as an authority on the APOE gene, we allowed the company room to grow beyond sports concussions alone.


Team: Jean Feroldi (CBM), Nic Johnson (CBM), Juliana Clark (CBM), Jacob Huber (CBM)