Brand Positioning Plan

We position the brand as a modern health companion embedded in culture, and build a system that makes the story easy to understand, easy to experience, and easy to share.

Clarify the Story and Position with Ease

We simplify how the brand shows up so people immediately understand what it is, why it matters, and how it fits into their lives.

This includes:

  • Defining a clear, human-centered narrative that translates product value into everyday impact

  • Creating a consistent language and point of view that travels across all touchpoints

  • Ensuring every interaction reinforces the same core story without friction or over-explanation

The result is a brand story that people grasp quickly and remember easily.

Build a Social-First Storytelling Engine

We extend the brand’s presence through a system designed for ongoing storytelling across social platforms.

This includes:

  • Designing real-world moments that naturally translate into short-form, high-performing content

  • Creating repeatable formats that can live across TikTok, Instagram, and emerging channels

  • Using creators and community voices to carry the story in ways that feel native and credible

This ensures the brand is consistently visible, culturally relevant, and part of daily conversation.

Activate Credibility Through Marlene and Henrik

We leverage Marlene and Henrik as central figures to ground the brand in trust, expertise, and human connection.

This includes:

  • Positioning them as leading voices who embody the brand’s values and translate the product into real life

This creates a clear, human entry point into the brand and reinforces trust at every stage.

Outcome

A brand that tells its story with clarity, moves through culture with consistency, and builds trust through real people and real moments — driving recognition, relevance, and adoption.

  • Integrating them into both real-world moments and social storytelling to create continuity

  • Using their presence to anchor credibility while expanding reach through aligned creators and communities

PR Strategy

Target Audiences

01

The Stressed Professional Elite: Consumers actively seeking non-pharmacological solutions for sleep issues, stress management, and mental well-being (30-55 years old).

02

Early adopters, tech-wellness enthusiasts, biohackers, and professionals interested in neuroplasticity and Vagus nerve stimulation (VNS).

03

Media Gatekeepers: Gift guide editors and wellness writers at national publications

04

Wellness media consumers: Existing listeners of top-tier sleep health and wellness podcasts, readers of print and digital upscale lifestyle media

Phase 1:
Operation Gift Guide

Secure inclusion in high-profile US media holiday gift guides and seasonal lifestyle features, positioning the product as the essential, cutting-edge neuro-wellness gift for the modern, stressed-out consumer.


The goal is to drive launch sales by ensuring the product is prominently featured in at least 5 top-tier holiday gift guides (e.g., Oprah's Favorite Things, NYT Wirecutter, Goop Holiday Guide) and securing 3-5 dedicated holiday-themed lifestyle segments/articles, focusing on sleep aid and stress relief during the demanding holiday season.

Core Activities

  1. Orchestrate test cycle with editors using prototype (as soon as available)

  2. Early Pitching for Gift Guide Deadlines (August – October)

  3. Holiday-Specific Feature Outreach (October – November)

  4. Black Friday/Cyber Monday Integration (Late November)

  5. New Year, New Me Reset (January onwards)

Phase 2:
Content Series: "But Really, Is Your Job That Stressful?"

Docu-style content series featuring high-profile media editors to provide real-world proof of the product's effectiveness in managing stress and improving sleep under intense, professional pressure, shared through their own social media.

The goal is to generate authentic, high-impact social and digital media coverage by integrating the product into the high-stress lives of influential editors, thereby shifting perception from "sleep aid" to "essential neuro-training tool for high performance."

Use pre- and post-product data to illustrate the physiological impact of stress and the measurable improvement provided by the VNS device. Leverage the editors' own publications and target freelance creators and columnists in the wellness and business space who can cover the series as a unique case study in stress management and develop a behind-the-scenes article about the experiment.

Core Activities

Casting & Onboarding

Content Production & Launch
(Weeks 1-8)

Media Syndication & Recap
(Weeks 8-10)

  • Recruitment

  • Contract & paid partnership agreements 

  • Device onboarding & data/content capture methodology

  • Weekly updates

  • Branded template for data visualization

  • Key-Point Pivot

  • Digital Features about the experiment

  • Highlight recap video with all talents

Phase 3:
Retainer Scope: Sustained Media & Talent Management

This monthly retainer focuses on maintaining consistent, high-quality public relations efforts following initial launch campaigns.

It is designed to ensure sustained brand visibility, efficient handling of inbound media/talent inquiries, and proactive relationship management to keep the product top-of-mind across relevant sectors.

Core Activities

  1. Inbound Press Management 

  2. Proactive coverage and media assets

  3. Influencer & Talent Relations

  4. Oversee product seeding, content approvals, track performance, and negotiate terms for partnerships.

Content / Talent / Influencer Strategy

For After, talent should build trust first, then visibility.
 This is not a broad seeding or mass awareness play. It is a phased rollout designed to move from credibility, to translation, to cultural amplification.

Phase 1

Authority & Validation

We begin with a highly curated group of experts and credible voices who can pressure-test the product, validate the story, and help shape how it should be communicated. This phase is private, high-touch, and handled under NDA / embargo.

Role: build trust, inform messaging, establish legitimacy
Output: early product experience, feedback, potential quote/interview/editorial use

Talent to explore

Matthew Walker

Wendy Suzuki

Rebecca Robbins

Peter Attia (stretch / only if science and claims are airtight)

Phase 2

Translation & Launch Shaping

Once the product story is refined, we open to a small set of long-form and tech/design voices who can help translate credibility into launch-ready storytelling. This phase remains selective and should be informed directly by what we learn in Phase 1.

Role: turn validation into clear, public-facing explanation
Output: founder interviews, podcast demos, explainer content, select launch-day participation

Talent to explore

Rich Roll

Maya Shankar

Andrew Huberman (stretch / high-reach but higher scrutiny)

Mike O’Brien

Marques Brownlee / MKBHD (aspirational / only if product is truly review-ready)

Phase 3

Cultural Amplification

With trust and narrative in place, we expand into broader cultural visibility through lifestyle voices, selective celebrity, and premium long-form storytelling. This is the most public-facing layer and should sit on top of the credibility established in earlier phases.

Role: broaden reach, build cultural relevance, amplify launch
Output: editorial features, social storytelling, premium content, event presence

Talent to explore

Kristen Kish

Ally Love

Naomi Osaka

Jesse Itzler

Jessica Alba

Naomi Watts

CAPE’s Role

CAPE will build and sequence the talent ecosystem by matching the right voices to the right phase, shaping asks by timing and access level, and ensuring that content follows real product experience.

Working Principle

Credibility first. Translation second. Visibility third.