Loop Earplugs initially focused on functional benefits—solving a problem. My biggest contribution was setting a vision that would change consumer perception from “I need this product” to “I want this product,” positioning it as a premium lifestyle brand. By leading with aspiration and creating desire, the brand moved away from being purely benefit-driven, with product benefits now playing a secondary role.

Loop Earplugs initially focused on functional benefits—solving a problem. My biggest contribution was setting a vision that would change consumer perception from “I need this product” to “I want this product,” positioning it as a premium lifestyle brand. By leading with aspiration and creating desire, the brand moved away from being purely benefit-driven, with product benefits now playing a secondary role.