Member Brief: Brand-First Strategy

In a recent conversation with the CEO of  Shoelace, the journey marketing platform, Reza Khadjavi posed an important question: what is the modern definition of brand-first? With customer acquisition costs (CAC) rising and retention rates emerging as the key performance indicator, the question has never been more critical. It’s a topic that legacy brands know well; it’s a question that the savviest of digitally-native brands have begun to answer for themselves. And while that answer isn’t a universal one, there are commonalities to consider.

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Member Brief: 2007 – 2019

2007

In this report, I review and update two assertions from the archives:

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Member Brief: The Lululemon Dossier

Lulu

To Chip Wilson, Lululemon’s founder and former CEO, the product was about yoga and nothing more. It’s hard to imagine athleisure as a yoga-only product, today, but for a time he attempted to fiercely protect it.

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