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Transparency proves to be music to Mindbeast’s ears
"Transparency has given us the confidence to really shift the focus from just protecting our brand to growing our brand."
Caroline Gui
CEO
In perfect harmony
In 2018, newly launched brand Mindbeast brought their vision to life by offering an incredible listening experience at an affordable cost to audio enthusiasts. Their range of quality earbuds and headphones that featured deep bass, exceptional noise cancellation, and prices that will not break the bank, found an immediate following—which has only grown in the years since.
For CEO Caroline Gui, expanding her sales channels for the newly conceived brand with Amazon was a no-brainer.
“As a small-to-medium business, finding a platform that was flexible, well-structured, and offered high-tier storage and fulfilment was crucial,” she says. “Storing a ton of products in a third-party warehouse or fulfilment center is very hard on cashflow, and Amazon really solved that problem for us.”
Just as importantly, Amazon was also able to provide the young audio experts with the deep insights they needed to succeed and grow rapidly. That included business and operational metrics like traffic and conversion rates, which allowed the Mindbeast leadership team to quickly and correctly decide what products would best meet the fast-changing demands of the consumer electronics market.
For CEO Caroline Gui, expanding her sales channels for the newly conceived brand with Amazon was a no-brainer.
“As a small-to-medium business, finding a platform that was flexible, well-structured, and offered high-tier storage and fulfilment was crucial,” she says. “Storing a ton of products in a third-party warehouse or fulfilment center is very hard on cashflow, and Amazon really solved that problem for us.”
Just as importantly, Amazon was also able to provide the young audio experts with the deep insights they needed to succeed and grow rapidly. That included business and operational metrics like traffic and conversion rates, which allowed the Mindbeast leadership team to quickly and correctly decide what products would best meet the fast-changing demands of the consumer electronics market.
Protecting the brand
To further understand their customers’ needs, the Mindbeast team also paid special attention to all the product feedback and reviews they received, carefully scrutinizing the comments of those who had purchased their products.
While almost all were positive, praising the brand’s quality, value, and customer service, a small number of customers reported that they had received a product that was completely different from what was described on their site.
Mindbeast was determined to resolve this issue. However, many of the options available were time-consuming and reactive.
“We understood how important brand image is and we wanted to protect our customers, so we knew we needed to find a better solution,” Caroline says.
While almost all were positive, praising the brand’s quality, value, and customer service, a small number of customers reported that they had received a product that was completely different from what was described on their site.
Mindbeast was determined to resolve this issue. However, many of the options available were time-consuming and reactive.
“We understood how important brand image is and we wanted to protect our customers, so we knew we needed to find a better solution,” Caroline says.
Taking action
Mindbeast first began by trademarking their brand and enrolled in Amazon Brand Registry—a free program that offers a suite of brand-building tools and protection benefits.
They saw an immediate difference, gaining access to automated brand protections and the ability to report intellectual property infringements by bad actors with the Report a Violation tool.
Once on board, the number of infringements under Mindbeast’s listings started going down, affording the team more energy, time, and focus to devote to growing their business and expanding their range of products.
They saw an immediate difference, gaining access to automated brand protections and the ability to report intellectual property infringements by bad actors with the Report a Violation tool.
Once on board, the number of infringements under Mindbeast’s listings started going down, affording the team more energy, time, and focus to devote to growing their business and expanding their range of products.
Transparency strikes a chord
During their search to take their counterfeit prevention one step further, they discovered Transparency, which would proactively protect their brand by verifying that every unit of their products was authentic before they are shipped to customers.
Through Transparency, Mindbeast would be able to attach secure and unique serialized codes to their products’ packaging, which allows Amazon to inspect every unit for a Transparency code to ensure that only authentic and accurate products are shipped to customers. On top of that, consumers would also be able to confirm that they had received a genuine product no matter where they purchased it.
Through Transparency, Mindbeast would be able to attach secure and unique serialized codes to their products’ packaging, which allows Amazon to inspect every unit for a Transparency code to ensure that only authentic and accurate products are shipped to customers. On top of that, consumers would also be able to confirm that they had received a genuine product no matter where they purchased it.
“We invested a lot into the products. With the Transparency codes on the product, it is very reassuring that we are delivering our authentic products to the customer. Transparency allows us the freedom to explore more business opportunities by having our back.”
Caroline Gui
CEO
A sound decision
Since joining Transparency, Mindbeast’s brand has built on the strength of its products, completely secure in the knowledge that their hard work and exceptional products are being protected. Equally, it has empowered the team to pour more energy and confidence into exploring new market opportunities, product lines, and fresh business-to-business partnerships.
“Transparency has really given us the confidence to shift the focus from protecting our brand to growing our brand.”
“Transparency has really given us the confidence to shift the focus from protecting our brand to growing our brand.”
"It is a fantastic feeling to know that customers are getting the right product every time. Customers can trust our brand more and know that we are going to deliver high-quality products. In fact, since we started with the Amazon Transparency program, we have seen a 5-10% increase in repeat purchases."
Caroline Gui
CEO
Location
Jackson, Wyoming
Industry
Consumer Electronics
Amazon launch
2018
Brand protection tools
Brand Registry
Transparency
Transparency
