The new brand of Carl Pei (formerly of OnePlus) is already taking care of its brand image and, even before having launched any product, announces a partnership with Teenage Engineering, a Swedish specialist in audio.
Nothing is the new brand of Carl Pei, the former co-founder of OnePlus. Since leaving his old company, the businessman has been active in generating enthusiasm among consumers. However, for the moment, the young firm has not yet marketed anything, so promises must be made.
In this regard, Nothing has just announced a partnership with Teenage Engineering. To put it another way, Teenage Engineering officially becomes a co-founder of the Nothing brand.
« Teenage Engineering is a Stockholm-based company recognized around the world for its unique craftsmanship and prowess in industrial design. For over ten years, she has been developing products highly appreciated by music and design lovers.“. On its official website, the Scandinavian group presents itself as a manufacturer of “high quality, well-designed electronic products for anyone who loves sound and music ».
Take care of the brand image to arouse expectations
Nothing’s objective here is quite clear: to heal the brand image through a prestigious partnership in order to create an expectation among the public. Partnering with a sound expert is not a trivial initiative. We already know that the first products launched by Nothing will be true wireless headphones. A presentation is expected for summer 2021.
In addition, Tony Fadell – father of the Apple iPod – is among the first investors in Nothing, further proof of the brand’s appeal for this universe of products. Beyond that, the group’s ambitions are quite large also on the smartphone side. The company has indeed taken over the activities of the Essential brand.