Member Brief: 2007 – 2019

As the direct-to-consumer industry evolves, so will the inferences and analyses that we can make. In Asymmetrical Warfare, I wrote: “As media buying becomes more difficult for challenger brands, more direct-to-consumer brands will shutter. And competition will become more symmetrical and predictable as the hundreds of new brands narrow down to the sturdier dozen.” In hindsight, this is only partially correct.

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