I F**KING LOVE THAT COMPANY: How a New Generation of Brand Builders Is Defining the Post-Amazon World

Consumers today want more. They love Amazon’s laser-like focus on price, access, and convenience. But consumers yearn for the intimacy and craftsmanship they once knew from the Main Street merchant.

A business that successfully taps into its customers’ passion for its products can grow quickly without the massive capital outlays required of traditional brands.

the company is thriving, because it gives consumers something in which to believe and participate – at an affordable price.

For brands in a post-Amazon world, the goal isn’t just about rediscovering the quality of a bygone era. It’s about inventing a new product altogether.

These nascent brands do more than automate customer interactions – they humanize them.

takeaway? Business today really is personal.

Growth alone isn’t the endgame; scaling to meet customer demand is. Above all, these upstarts prize the human touch – albeit with no physical presence – in every customer interaction and in all aspects of their business.

It’s making a bet that, if it delivers a product built according to values that customers support (for example, American jobs), customers will spread the word virally through their social networks.

Empowered by more dynamic cost structures, these brands focus on specific product categories, often control manufacturing from start to finish, create unbelievable customer experiences, and invite consumers to participate in shaping the business.

young brands whose primary goal is to give consumers something they can care about, beyond basic necessities like socks and shampoo.