Trends Report

How Direct Brands Are Transforming The Customer/Brand Relationship

They Are Uniquely Intelligent, Brutally Honest, And Fanatically Fair

April 2nd, 2019
Dipanjan Chatterjee, VP, Principal Analyst
Dipanjan Chatterjee VP, Principal Analyst
With contributors:
Keith Johnston , Olivia Morley , Rachel Birrell

Summary

The success of direct-to-consumer companies has transformed the relationship between brands and customers. These brands have changed how we buy, and they have redefined what it means to be a brand. CMOs: The rules of branding, including those that apply to legacy brands, have been rewritten. Using the health and beauty category as an example, this report outlines what it will take for any brand to thrive in this new era of brand relationships.

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