Member Brief: Digitally Native Vertical Brands

Andy Dunn is quiet these days. But one of the most important essays written in the short history of the direct-to-consumer industry was written by him. It’s time that we revisit the meaning of vertical.

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Member Practical: BFCM Tips

 

David Herrmann is one of the most trusted and respected thinkers and operators in paid acquisition. So much so that the New York Times just consulted him about the recent Facebook outage and how it impacted ad spend and ROAs for direct-to-consumer brands (a number of which rely on his team for success). The report began:

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Member Recap: No Stock For Chrismukkah

A series conclusion. As early as September 12, artificial Christmas trees, decorations, and all of the trimmings were for sale at your neighborhood Lowe’s, on display in front of the Halloween and Thanksgiving decor. The early turn for the holiday season isn’t exclusive to hardware stores. A recent report by AdAge cited similar behavior by Williams Sonoma, Sephora, Hanna Andersson, and Pottery Barn. [1]

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