The evolution of direct-to-consumer brands
This article is part of a series of articles on the evolution of direct-to-consumer brands. Read more.
It’s easy to see the attraction of going direct to consumer (DTC) for brands. They get greater brand control through product, messaging, packaging and merchandising; proposition control by aligning with the customer experience; insight through direct access to consumer data; decreased retailer risk and margin protection.
Thanks to research by Professor Byron Sharp and the Ehrenberg-Bass Institute we know the reason salience is so central to brand growth is that it allows brands to act as...