The Marketing Millennials Build a Brand People Actually Trust with Dr. Anna Persaud, CEO at The Works | Ep. 380
Jan 2, 2026
Dr. Anna Persaud, CEO and founder of This Works, a trailblazing British wellness brand known for the original pillow spray, shares her journey of building scientific credibility in a crowded market. She reveals how circadian rhythm research drives their products and discusses their award-winning strategies for trust. Anna dives into the lessons from 'failed' innovations, emphasizes the importance of collaboration with neuroscientists, and explores the booming bedtime economy. Tune in for insights on redefining wellness branding and innovation!
AI Snips
Chapters
Transcript
Episode notes
Root Brand In Real Science
- Root your brand in a real scientific truth that gives it a long-term purpose.
- This biological foundation makes your positioning resilient in crowded markets.
Find Latent Problems As Opportunities
- Positioning your brand around solving a latent problem can create white space.
- This Works targeted sleep before it was widely recognized as central to wellness and beauty.
Prove Claims With Trials
- Prioritize rigorous studies and clinical trials to prove product claims.
- Publish and share those results to build measurable trust with consumers.