A confusing time for mass brands

A confusing time for mass brands

Ana Andjelic Ana Andjelic

Ana Andjelic

Global Chief Brand Officer Forbes Most Entrepreneurial CMO

发布日期: 2024年10月15日
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In this episode, you will hear about:

  • The internet’s impact on brands. “It forces you to compete on everything other than on brand. You compete on price, convenience, product recognizability, speed of your supply chain."
  • Product-led branding. “It’s starting with that iconic original product, using different wear stories, wear scenarios, different subcultures, to give it identity."
  • Why DTC brands were really performance marketing companies. “A lot of brands, especially in the DTC era when money was free, thought they would build demand by buying Facebook ads, Instagram ads, search and so on."
  • The limits of performance marketing. "Performance marketing is not going to build your demand. There needs to be something else that tells people to search for it or click on the ad.”

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