MENSA brands strategy which made them unicorn | MENSA case study 2022

MENSA brands strategy which made them unicorn | MENSA case study 2022 | Mensa International | How did Mensa become a unicorn in 6 months | History of MENSA

In 2005, Mensa International announced that it had reached the 98th percentile of its standardized, supervised IQ test or other approved intelligence test, making it the world’s largest, and oldest, high IQ society. Mensa comprises national groups and the umbrella organization Mensa International, with an office in Caythorpe, Lincolnshire, England, separate from the British Mensa office in Wolverhampton. Symbolizing the organisation’s round-table nature, mensa represents the Latin word for “table.” The word was chosen to convey the meaning of the organization, a meeting of equals.

Mensa has nearly 100 countries in almost every continent, providing amazing opportunities for its members to interact socially, culturally, and intellectually.

Activities include:

Providing lively intellectual exchanges through lectures, journals, and special-interest groups; Encouraging discussions and debates at local, regional, national, and international gatherings; Offering thought-provoking surveys and investigations of members’ opinions and attitudes; Providing valuable assistance to researchers, both inside and outside Mensa, in projects related to intelligence and Mensa.

Formation1 October 1946; 75 years ago
HeadquartersSlate Barn, Church Lane, Caythorpe, Lincolnshire, England, United Kingdom
PresidentBjörn Liljeqvist
PurposeHigh IQ society
Legal StatusLimited non-profit organisation



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Mensa International

Founded in 1946 by attorney Roland Berrill and scientist Lance Ware, Mensa International is an organization that identifies, explains, and supports intelligence. It encourages research into intelligence and creates opportunities for social and intellectual experiences for its members. Members of Mensa come from all walks of life, from various fields of education, income, and occupation, and membership is free for both adults and children.

The Latin word for table and the Latin word for the month suggest the monthly meeting of great minds around a table. Applicants for Mensa membership must earn a score of the 98th percentile or more (i.e., a score that is higher than 98 percent of the general population taking the test) on an intelligence test that is administered and supervised by a qualified examiner; Mensa also administers such tests.

There are several ways for members to participate in Mensa International activities, including taking part in discussion groups, social events, and annual meetings. Mensa chapters organize workshops, and special events, and publish newsletters and magazines.

As a national organization, Mensa’s office is in Arlington, Texas, It has chapters in large cities such as New York, Chicago, and Los Angeles, and chapters in many regions across the country. Its education and research foundation (MERF) was established in 1971 to promote Mensa’s mission. It grants scholarships and awards, and it publishes the Mensa Research Journal.

MENSA brands strategy which made them unicorn | MENSA case study 2022

The intelligence quotient, or IQ, is a number that expresses a person’s relative ability to think, one of several intelligence tests.

The original method of calculating IQ was to multiply the ratio of mental age to chronological age by 100. Thus, if a 10-year-old child had a mental age of 12 (i.e., performed at the level of a typical 12-year-old on the tests), the child was assigned an IQ of 12/10 * 100, or 120, If the 10-year-old had a mental age of 8, the child’s IQ would be 8/10 × 100, or 80. An average score of 100 would correspond to a mental age equal to the chronological age. Fewer tests are still based on mental ages.

Stanford-Binet and the Wechsler scales are two of the most widely used intelligence tests. Stanford-Binet is an American version of the original French Binet-Simon intelligence test developed by Lewis Terman in 1916 at Stanford University. It is designed for use primarily with children and provides assessments of arithmetical, memory, and vocabulary skills using an age-graded series of problems. The test has been revised five times 1937, 1960, 1973, 1986, and 2003.

How did Mensa become a unicorn in 6 months?

MENSA Brands plans to use the new capital to accelerate growth, ramp up acquisitions and scale operations, marketing and technology teams. The company currently has 60 employees and is looking to expand to 150-200 employees over the next 12-18 months.

Mensa Brands was just established this year, following a brand aggregation strategy. It focuses on acquiring and partnering with digital brands to accelerate their growth, as well as providing on-the-ground expertise and tech-driven interventions throughout the marketing and operations process.

Currently, Mensa concentrates on brands in the fashion, beauty, cosmetics, and home furnishing sectors.

Ananth Narayanan, founder and chief executive officer of Mensa Brands, said raising another round of investment this year is one of the key reasons for doing so. He explained, “We are excited about bringing new brands into the fold of Mensa. The second reason is to grow and scale our brands both domestically and internationally, as well as scale our team,” in the interview.

MENSA brands strategy which made them unicorn | MENSA case study 2022
Ananth Narayanan: founder and chief executive officer of Mensa Brands

History of MENSA

The first conference of Mensa was held at Lincoln College, in Oxford, England in 1946, with Roland Berrill, an Australian barrister, and Lancelot Ware, a British scientist and lawyer. They aimed to create a society for the most intelligent, with the only qualification being a high IQ.

The purpose of the society was to be non-political and free from all social distinctions, such as race and religion. Nonetheless, Berrill and Ware were both disappointed with what became Mensa; Berrill envisioned Mensa as an “aristocracy of the intellect” and was upset that most members were working-class and poor, while Ware expressed his disappointment by saying, “I do get upset by how many members spend so many time-solving puzzles.”

In its early years, American Mensa was one of the two major branches of Mensa. Its success has been associated with longtime organiser Margot Seitelman.

After British Mensa’s web servers suffered a security breach in 2021 in which member data was exposed, two directors resigned due to a lax cybersecurity environment.

What does Mensa mean?

Mensa was established to create a monthly round-table society for highly educated people to meet. According to American Mensa, Ltd., the Latin word mensa represents the mind, table, and month.

What is the minimum IQ to get into Mensa?

Mensa maintains a cutoff of 98%: candidates with a 98th percentile or better on a standard intelligence test qualify for membership. Some intelligence tests do not use IQ scores at all, Which is why Mensa keeps it simple with its cutoff of 132.

What qualifies you for Mensa?

Currently, more than six million Americans are eligible for Mensa membership. To qualify for membership, you must have scored in the top 2 percent on any one of more than 200 accepted, standardized intelligence tests – including one of our Mensa Admission tests – at any point in your life.

Does Mensa cost?

Mensa dues are $79/year, and we offer discounts for additional family members and multi-year memberships. You can learn more about our dues structure here.

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