Brand Strategy, Creation, and Activation that propel brands forward.

Ideas are everywhere, but then what?

As a world-class advisory and innovation lab with partners in Tokyo, New York and London, we help brands rapidly realize and scale their ideas from concept to consumer.

We blend creative strategy and operational excellence with a deep awareness of the cultural conversations relevant to Millennial and Gen Z audiences. This is the lens we use to reimagine established brands, propel new brands and fuel brand collaborations.

Our Methodology

ThenWhat is grounded in Process. Our extensive Global Experience has allowed us to test an abundance of ideas including creating innovative products, driving brand turnarounds, and developing brand experiences.


In co-development with our strategic partner, Heart-Data, we use the D.I.G. Methodology. Working with Heart-Data allows us to use data and trend to research the consumer behavior and marketplace. Jointly, we approach a problem as follows:

  • Discover the opportunity & trends of consumers, competitors, retail marketplaces, employees, and organizational strengths and weaknesses. 

  • Ideate Insights & Innovate against the opportunity, develop innovative corporate branding, marketing messages, communications, product innovation plans and strategies.

  • Go-To-Market bespoke plan facilitation and creation incorporating brand strategy, merchandising, design, planning, sales and marketing.

Our Expertise

  • We develop a deep understanding of your brand - your product, your consumer and your goals - to deliver strategic best practices, short and long-term recommendations, flexible processes and comprehensive roadmaps so your brand is equipped to respond to changing market needs and consumer trends.

  • Today’s consumers want to experience and connect with products, and they want to support brands whose values align with their own. From concept to consumer, our team brings an insightful and creative approach to developing and executing new programs and opportunities that drive engagement, equity and overall brand growth.

  • At our core, we are global product leaders who thrive on product excellence. With over 30 years of experience with iconic apparel and footwear brands, the ThenWhat team has developed a unique, merchant-led approach to create the best physical and digital products and experiences for your brand.

Featured Work

  • Starbucks Japan x Porter

  • Starbucks Japan x Peanuts

    Drop 1

  • Starbucks x Peanuts

    Drop 2

  • Sony Design West Coast Research Trip

  • Jimmy Choo x Sailor Moon

  • Jimmy Choo x Eric Haze

  • Jimmy Choo x Timberland

  • Jimmy Choo x YK Jeong

  • Orvis Brand & Merchandising Strategy

  • Nike Olympics Collections

  • Nike "White Label"

    Premium Collection

  • Levi's

    Global Merchandising Reset

Partners

“What a phenomenal group of thinkers, creators, and collaborators. ThenWhat pushes brands to innovate and think beyond traditional solutions to business challenges.”

Stacey Shulman

Vice President Network and Edge Computing Group / GM Health, Education and Consumer Industries Intel Corporation

Community

INTEL IoT X THENWHAT WHITE PAPER SERIES

The Intel IoT x ThenWhat downloadable White Paper series is an in-depth exploration of next level topics that are shaping the way we conduct, create, and look at business.

Partnered with Intel IoT, we collaborated with thought leaders across sectors to engage in meaningful conversations as we collectively redefine the intersection of business and culture today. When the world is disrupted, ThenWhat?

THENWHAT 3x5 PODCAST

Welcome to 3x5, a podcast by ThenWhat. We ask global leaders and creatives questions that fit on a 3x5 notecard to hear their perspectives as they share stories of positivity and optimism.

THENWHAT NEWSLETTER

ThenWhat's newsletter delivers growing trends and profound insights about the world around us. Month to month we dive deeper into culture and shed light on emerging ideas that will help you stay on top and in the center of it all.