Monopolies and Magnolias (Audio Edition)

Warby Parker, Casper, and Bonobos led a wave of sweeping disruption for consumer brands in the early 2010s. There’s an exciting new brand for every product category from toothpaste to air conditioners.

Five seasons of ‘Fixer Upper’ on HGTV allowed Chip and Joanna Gaines to reach an untapped audience. The next step, developing product lines, cookbooks, restaurants, and a magazine specifically for that audience, is a page right out of the linear commerce playbook.

What about audiences with different social capital? What about plumbers in Detroit? What about school teachers in Arkansas? What about the elderly in New Orleans? What about veterans in Miami?