Creating a disruptive brand and product within an existing market (with Mayssa Chehata, founder of BEHAVE candy)

Mayssa Chehata, founder of BEHAVE, joins the POD to talk about how how to create a disruptive brand. BEHAVE is a brand that is disrupting the candy industry both in its product which is a low-sugar candy and in its positioning which is more geared towards adults. Even though BEHAVE is new to the market, Mayssa has actually been working on the product for a couple of years. Stay tuned as Mayssa shares her best tips for creating a disruptive brand (including what signals to look for) and outlines how to build a brand with personality. If you’d like to learn more about Trend and our influencer marketing platform for influencers and brands visit trend.io. You can also follow us for tips on growing your following and running successful campaigns on Instagram and LinkedIn. We Speak About: [01:05] About BEHAVE [02:30] A little about Mayssa’s path to BEHAVE [08:05] Mayssa outlines the steps that happened to bring BEHAVE to the market [11:00] How Mayssa funded BEHAVE and managed her capital [13:15] Mayssa shares her thoughts about how important funding and press is to growth [16:25] The keys to creating a disruptive product [19:45] Everything Mayssa does to build and grow BEHAVE’s community [24:45] Mayssa’s process to build BEHAVE’s brand personality [30:15] How Mayssa is creating disruption post-purchase [33:45] Mayssa’s suggestions for building a disruptive brand [36:35] What’s next for BEHAVE?