• The Supply Lane Less Traveled: Jimmy! Bars' Bootstrap Marketing Plan
    It's amazing how innovative a nascent brand gets when it doesn't have the luxury of spending other people's money. Bootstrapped since 2014, the JiMMY! Bar line of high-protein, low-sugar "bars with benefits" started with co-founder Jim Simon, his sister Annette and money chipped in by family and friends. They built a brand by staying outside the costly, complex grocery store supply chain.
  • The In-Box Renaissance: Purple, RentPath Prepare For Email's Next Star Turn
    Email is 50 years old this year. Its resilience is so familiar that we don't even bother joking about the many "Email is Dead" eulogies.
  • Baking Engagement Into The Brand Cake With Betty Crocker
    General Mills CMO Ivan Pollard brought us back a century to the invention of the Betty Crocker persona to illustrate how the company is trying to reassert the basics of consumer engagement by digital means. He demonstrated how a social interaction with a Saudi Arabian boy led to a massively successful Ramadan campaign that promoted men trying their hand at baking.
  • The Simple 4th Ave. Market Equation: Don't "Leverage" Community -- Invest In It
    4th Ave. Market is a two-year-old D2C grounded in a century-old tradition and business model. The e-retail platform for hair, beauty and personal care products for consumers of color is recreating digitally the Black-owned and supported business districts that ran parallel to and in the face of Jim Crow. The model is simple: give and get support from your own community. Co-founder and CEO, Salim Holder, brings to the venture years of experience with legacy brand building while bringing out of history a very simple lesson: Don't "leverage" community, invest in it.
  • Ideal Image MedSpas Build Back Better
    Do I really look like that? Staring at our imperfect mugs on ZOOM meetings for the last year drove many to seek professional cosmetic help. The problem for the medical aesthetics Med Spa retail chain was a ton of demand and no supply during lockdowns. But as Ideal Image's CEO David Prokupek tells us, the company quickly accelerated its emerging virtual consultation system that primed customers for the eventual return of physical engagements. The telehealth platform now serves over 25,000 people a month. And as retail slowly reopened, Med Spas are already performing 75,000 procedures a month. It is a …
  • SmileDirect Aligns Brand/Performance Mix With Every Video Screen
    SmileDirect has a lot of explaining to do. The maverick D2C smile straightening product is a long, involved sell, where leads can take up to two years to convert. And so CMO John Sheldon is expanding mindshare on every TV, CTV, Social video screen that can tell a good video story. It is a big brand play that remains anchored in D2C obsession with performance, by keeping CPMs tethered to the bottom line.
  • Show-And-Tell And Sell: Pour Moi Has Breaking News for TV Advertisers
    Founder and CEO of climate-oriented skincare Pour Moi, Ulli Haslacher, has always been a show-and-tell marketing purist. She built the D2C brand via shopping channel appearances. And she is a walking demo herself - keeping one hand treated with traditional products and the other moisturized with a Pour Moi mixture tuned to her current climate. But during the pandemic, Ulli turned the limitations of remote video to an advantage by marketing Pour Moi into countless local TV news segments.
  • From Cheerios to Weed: TREC Plans Pot's CPG Future
    Branding breakfast is not that far removed from marketing a better cannabis buzz.
  • LaRue 1680 Serves Up The Cure For A Rough 2020: How About Some Tea?
    After a year of pandemic and social unrest, America could use a cup of India Street Vanilla Chai, preferably served in a single- serve ceramic pot and cup combo. Business coach and serial entrepreneur Stephanie Synclair's second D2C startup, LaRue 1680, launched in October fueled in part by her existing social media base of followers. But then, Bridgerton happened, and Netflix's hit period, softcore series seems to find time for a lot of tea between those infamous trysts.
  • Helix: A D2C Uncovers the ROI of CRM and LTV
    Helix Sleep has refocused a lot of the data-driven strategy to LTV and launched several new brands, among them the AllForm sofas.
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