Over the past five years, so called DTC (direct to consumer) micro-brands such as Dollar Shave Club, Harry's, Native and Warby Parker have gone from being interesting curiosities to suddenly being acquired at sometimes billion dollar valuations by major global brands. The Economist recently stated that the growth of microbrands has gone from anomalies shaking up small segments of consumer goods to representing "a profound shift.”
Many of these startup brands are experiencing explosive growth in what were thought to be saturated, commoditized categories. Yet these brands were able to achieve astounding success to the point where mega-brands like P&G and Unilever finally just acquired them.
This talk will outline and explore the specific elements of how microbrands achieve astounding growth - and how both supplier and client insights professionals can bring these elements into play into growing your business and personal brand.
Specifically attendees will learn how microbrands :
Leverage their creation stories to identify and attract customers
Find a compelling enemy to take on
Build strong emotional relationships to create raving customers
Create a step by step journey that serves their customers at every stage
Obsess over data-driven marketing to fuel their growth