This is a brief share on how Mettalusso, Inc landed on a business model not readily seen for quite a while. (By the way, just so you know…Metta means Love and Lusso means Luxury.) The challenge was in trying to do something never done before, but that could also be executed within the realities of a boot strap start-up. Having been a part of many celebrity and start up brands-while all super interesting and exciting, there was a persistent thought pounding away that wanted to do something novel. The trick was in trying to figure out how to counter, and simultaneously leverage, current trends.
As you know, today’s headliner start-up models and common corporate frameworks are Founder Brands, Celebrity Brands, Social Media Brands and on-trend brands such as those with Organic, Sustainable, Environmental and Clean Beauty attributes. All trending concepts and headliner people are important, but things can quickly change; and thereby take the brand down with them. So, an idea was borne to enable the business so that any trend could live, come and go; and not go down with it. The model that came out of this thinking is kind of old school. One we have not seen or discussed in a long time- The Lighthouse Brand.
The Lighthouse Model is geared toward creating an indigenous pull marketing effect and it generates a naturally superior customer loyalty. The idea is that like a lighthouse, the beacon is so strong, it guides everyone to it willingly and joyfully.
Entertainment is intensely consistent with the Lighthouse Model. With that notion, the original brand characters Mettie + Lunah (a take on the company’s name), were born. The whole idea of original characters and branded entertainment for a start-up consumer products company has not really been tried before at such an early stage. It is executed in an ongoing series of ultra-short form digital content called Mettie + Lunah’s Forever Journey. Each episode is called a MOMENT.
For the business and the brand, Mettalusso’s entertainment segment is a key driver for the Lighthouse specific characteristics in its Value Proposition, Unique Selling Proposition, Positioning, Differentiation, Content Creation, Engagement, Scale and Authenticity.
Mettalusso is a very new brand and this is a totally new idea. So far, two Mettie + Lunah’s Forever Journey MOMENTS are published. You can find them everywhere on social. For fun, the 1st MOMENT is included here. Enjoy!
Mettalusso, Inc. is multi-media entertainment and everyday luxury product for people and pets.