We are Merit, a company dedicated to Market Invention. Our guiding principle, which shapes everything from digital marketing campaigns to launching new brands, is “Create your own sector and dominate it.” This embodies the opportunity that Market Invention presents: it involves ambitious thinking, a systematic approach to garnering attention in emerging communication environments, and a strategy for maximizing growth. Our philosophy is inspired by Adam Vasquez, our CEO, in his book "Toothfish: The Origin of Markets." Market Invention is designed to empower challenger brands, funded startups, and non-profit organizations to identify and exploit gaps in the market or to create entirely new markets in real-time. This approach centers on understanding the challenges, motivations, psychological states, influencers, and megatrends affecting prospects. From there, we develop and implement cohesive storytelling within an omni-channel communication strategy, crafting compelling creative content that drives awareness, relevance, and action among prospects and decision-makers. While we address the immediate short-term needs of brands (which are always present), we keep the long-term goal in sight: to establish a leadership position in the sector we build together. We are passionate about learning from successful ventures and enjoy applying the principles of Market Invention across a variety of sectors, including B2B, B2C, and D2C.