Agencies can learn from DTC brands and ‘social spread’

13 februari 2019
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DTC brands (Direct to Consumer) are changing traditional consumer-brand dynamics and forcing creative agencies and legacy brands to re-evaluate how they operate, but each side can usefully learn from the other, say two industry figures.

Writing for WARC, Sue Mizera, co-founder of strategic brand consultancy TorchFish, and Alessandra Cotugno, global strategy partner at Ogilvy, note that the old model of the four brand pillars saw differentiation drive relevance and esteem drive knowledge.

But among DTC brands, they say, knowledge is driving esteem and relevance is driving differentiation; “esteem often rises before differentiation, which is also contrary to classic brand-building dynamics”.

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