Customer Story

From Product Supplier to Wellness Ally

A shift in positioning results in big payoffs


I met Nollapelli under its original name, Auratek. The bedding company promoted skin health during sleep with revolutionary fabric engineered to regulate temperature, moisture, and friction. As Auratek, the company struggled to connect with DTC and hospitality audiences.


During my research, I uncovered why people had difficulty grasping Auratek's value proposition. The incorporation of "tech" within the brand name acted as a significant obstacle for both consumers and B2B partners, who had been conditioned to value “natural” sleep environments. They didn’t connect a positive purchasing or sleep experience with the name; the company had to work far too hard to overcome initial reservations and confusion. It was also working against popular misconceptions about synthetic fabrics and the traditional concepts of thread count (which is often held up as an indicator of “softness.”)

People didn’t want innovative sheets. They wanted access to a luxurious rest experience and a straightforward path to health. They wanted to reclaim their bed as a place of rest and healing. For hotels and spas, "technology" felt unnecessary and disconnected from their own brand identities.


The company needed to knock down some preliminary barriers before it could begin to be seen as an attractive option. I led the organization through a process designed to take its identity from a product supplier to a wellness ally, helping it gain traction with consumers, clients, and strategic partners, starting with a new name. “Nollapelli” — a word both easy to pronounce and available as a top-level domain — incorporates a word fragment meaning "love" and signals “pellis,” the Latin word for skin. 

Through the re-naming process, the company’s “technology” differentiator gave way to something effortless and essential. Within two rounds, the new company name was approved, revitalizing the client’s team and unleashing marketing energy within a company that could finally proclaim who and what it was.

With its new name and positioning, Nollapelli secured valuable relationships with key partners, a significant investment, and top-shelf industry advisors.

Nollapelli successfully entered the B2B marketplace, forging partnerships with luxury hospitality brands like Fairmont Century Plaza and Bryte.

Women's Health 2022 Healthy Sleep Award Winner

Sleep Foundation 2021 Best Cooling Sheets 2021 Best Luxury Sheet

Allison Howard, Founder
"We were going down a path that just wasn't working, but made total sense to us. Tasha completely unstuck our thinking. The work we did with her took us from frustrated to revitalized. We immediately began making real progress on our vision."

People have said some pretty nice things about me.
Incredibly warm yet has high standards of quality"
"It's like getting x-ray vision"
"Amazing insight and support"
"Completely unstuck our thinking"
"Completely unintimidated by unknowns and complexities"
"Straightforward, can-do approach borne of deep experience"
"A rare marriage of strategy and operations"
"Valuable insight from Day One"
"Can't think of better team management or dynamics"
"Completely refreshed our approach"
"Expertise paired with communication and leadership"
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