DTC holding company Pattern's Emmett Shine: 'Brands have become tribes'

Gin Lane was the ad agency behind some of the most well-known digitally native brands that have sprung up in the past few years. And co-founder Emmett Shine helped create the look, feel, and digital interfaces of modern brands like Harry's, Recess, and Sweetgreen.  But then he wanted more. This summer, Gin Lane shut up shop. In its next iteration -- under the new name of Pattern -- Shine wants to now create what he calls the next generation of brands: It's not just about transactions, but building a relationship with customers. And -- though he doesn't want to "sound too New Age, wellness-y" -- helping them cope with the alienation common to modern life.  "We all live in cities, we don't as much go to church, we don't have as many organized, civic things that we do." Shine said on this week's episode of the Making Marketing podcast, adding that in this age, brands are poised, and have a responsibility, to have a purpose in their customers' lives. The company's first product is a line of high-quality cookware called Equal Parts, which customers can get extra use out of through content via the company's coaching program to help people cook. "It's something that is just inherently positive," he said. "It makes you feel good to cook for yourself or for someone else."