Direct-to-consumer brands are disrupting traditional brands like never before. Also called unicorns, these billion-dollar brands rule the consumer landscape.
From Warby Parker, Dollar Shave Club, and Bonobos, to Casper, Glossier, ThirdLove and eSalon, these digitally-native upstarts are grabbing huge chunks of market share from incumbents.
Is your brand story as compelling as The Hunger Games? (source of image)
Struggling to grab the attention of your prospect? Finding it a challenge to attract customers to your business?
Perhaps you’ve been telling the wrong story – if at all.
Thanks to a recent episode of the terrific Perpetual Traffic podcast, I learned how we can craft a compelling story to capture the hearts – and wallets – of our audiences.
Courtesy of Imagination.com
Driven and ambitious, you were one of the stars in your company. You excelled in whatever you do, and are well liked by your boss, colleagues and subordinates.
But one day, dark clouds rumbled. Your company was acquired by a global MNC.
Due to “surplus headcount”, many of your colleagues were made redundant. Rumour even has it that your job is next on the line!
What or who influences you the most in your buying decisions?
How do we build strong brands in the digital age? Should brand marketers “bow to algorithmic salvation”, allowing data and process to ride roughshod over inspiration and creativity?
Chairman of JWT Asia Pacific Tom Doctoroff provides compelling answers to these burning questions in his latest book Twitter Is Not A Strategy. Author of the book What Chinese Want, Tom argues in his new book that “new-media cleverness” cannot be a panacea for marketing. Rather, effective marketing begins with deep customer insights that translate into a great brand idea that is media-agnostic.