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For B2C Marketing Professionals

To Adapt To Direct-To-Consumer Trends, Use A Direct-To-Value Strategy

Brands Benefit From Direct Consumer Relationships That Offer Unique Value

April 2, 2019

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Why Read This Report

Direct-to-consumer (DTC) startups like Warby Parker and Casper used to be rare; now they number in the hundreds, and they'll soon be in the thousands. Marketers whose response to this competition is any mixture of disdain, fear, or envy miss the message these startups' growth sends: Consumers are radically open to new value propositions right now. This report provides B2C marketers with a template for adapting their strategy to consumers' evolving purchase drivers and succeeding in the new era of direct-to-value.

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Table of Contents

  • DTC Startups Are Winning Customers Out From Under You
  • Commercial Realities Weigh Down Incumbent Brands' DTC Ambitions
  • Direct Relationships Are Needed To Power Long-Term Brand Viability
  • A Direct-To-Value Strategy Underpins Direct Relationship Building
  • Select From Propositions That Bring Greater Inherent Value When Direct
  • Set DTV Ambitions On Three Factors: Category, Brand, And Execution
  • What It Means

  • Brands Double Down On Direct, Driving Repercussions Good And Bad
  • Supplemental Material
  • Related Research Documents

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