As Noli searches for product–market fit, its brand is evolving alongside it. Every week brings new customer data, new product iterations and new questions about what the business stands for.
Rather than handing an agency a finished brief, chief marketing officer Firdaous El Honsali has invited creative agency Ingo into the process itself, helping to define everything from the brand personality to the value exchange with consumers.
“We are building the brief together,” Firdaous says. Ingo is working on the “strategic foundations” of the brand. “We are building a startup and building a brand. Creating the value exchange with the consumer as much as building the front‑facing brand.”
