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Developing a strategy to launch Neurable's Enten. The world’s smartest headphones.

Summary

Developing a strategy, from initial brand positioning to nationwide launch, bringing a revolutionary product to market. Neurable has introduced a significant development in the commercialisation of neurotechnology for the better. The world’s smartest headphones designed to remove everyday barriers and increase productivity, giving consumers greater control in a new age of remote/hybrid working.

Challenge

Born from over a decade of neuroscience research, Enten is able to measure brain activity via EEG sensors in the set’s cups. Sounds pretty great, but what does that mean for the user? Quite a lot when the headphones enable listeners to maximise their 2-3 hours of high productivity each day. All while minimising distractions and muting notifications to keep them in the flow.

We needed to launch a set of headphones measuring brain activity, at an affordable pricepoint, in a way consumers could easily understand the benefits.

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Testimonial

Testimonial from Ramses Alcaide, CEO + Co-founder of Neurable

“To me, this is the promise of brain-computer interfaces: to not only improve our lives, but to create a world without limitations.”
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Vision

We worked with the Neurable team to develop an innovative value proposition, undertaking product discovery and getting an acute sense of customer pain points and market sizing. We also delved into brand positioning, UI and product features. The big question (and opportunity) was identifying Neurable’s core target market.

We also wanted to showcase Enten headphones as an important step in commercialising neurotechnology, paving the way for future consumer-centric products from Neurable.

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Change

Who better to speak to than young, tech-savvy professionals passionate about enhancing their ability to focus, as well as track their daily health data?

We communicated the headset’s benefits by illustrating how the technology improved the lives of its user - simply by listening to their favourite playlist. By giving users access to their own brain data for the first time, it enabled them to maximise daily focus. This lead to loads of positive effects for the individual - from less wasted time, to greater productivity and quality of output.

Enten, in many ways, became a direct response to the tech industry’s inability to connect technology to daily life. The introduction of this product affirms that a human-centric approach to innovation is possible, and necessary.

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Outcome

Our strategic brand launch has helped Neurable take a big step in their journey of commercialising neurotechnology. By being first to market with an affordable and well-built consumer BCI product, they’re seen as innovators in neurotechnology.

Enten’s launch is an important step in changing how we connect to the devices in our lives. Technology’s purpose is to solve society’s biggest challenges; in the years to come, neuroscience will enable interaction with our devices in brand new ways.

The development of BCI technology will mirror technology’s broader progression towards creating a world without limitations.

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