Aletha health is dedicated to providing tools to fix muscle tension at its root. Their foundational expression reads: “As you were.” Meaning, in solving for the problem of muscle tension we allow our bodies to return to their natural state of proper alignment, circulation and movement. Hence, from a branding perspective,the storyline indicates the importance of a return to the primordial, the original,and of course, the natural. More importantly, the idea of returning to one’s natural state is only amplified by the kinds of tools Aletha provides. The tools are used solely as a means of applying precise and direct pressure to critical muscle areas. They do not require any drugs or injections. This process of restoring the body to its optimal state without the additive requirement of drugs reinforces a naturalistic paradigm and storyline.

The human body is sufficient solely through itself to secure its own recovery and healing.

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Clearly, Aletha’s brand and products were ideal for an integration into the outdoor space. The We Group identified this potential early on in our engagement with Aletha. In the process of facilitating this integration, the We Group built an entire campaign and strategy for Aletha to host their own booth at the ShotShow – the largest outdoor convention in the world. Despite over thousands of vendors, products, and activities at the convention, Aletha was one of the few companies in the health and wellness space.

The We Group realized that penetrating a sector demands not only ensuring there is brand continuity between the respective spaces, but more importantly, the services of a particular brand must attempt to solve for deficiencies or comparative gaps in an existing market space.Integration is most needed on the basis of deficiency. The question must then be posed: what does you brand solve for when entering into a new market space?

The Shot Show was a fantastic opportunity for the We Group to enter a new space, and establish relationships through alive demonstration and display of brand identify, philosophy, and products.Sometimes, the best partnerships and strategic alliances are built through shaking hands, building meaningful relations, and allowing for direct experience of a brand’s identity and potential.

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