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.
We have lost sight of what it means to build a digitally native vertical brand. This essay covers why more in the internet retail industry should focus their efforts on reconfiguring their asset and labor-lite marketing companies into full-fledged vertical brands. As more of today’s negative market forces hinder the operations of this class of retailers, logistics, delivery, labor, paid customer acquisition, and research and development have suffered. But this isn’t universal. There are early stage DNVBs that have command over each proverbial floor of their vertical brand.
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