Saved by sari
The end of Brandless

CAC: Customer Acquisition Chaos - by Rex Woodbury
digitalnative.substack.comdigitalnative.substack.com
I don’t buy the argument that being brandless was a mistake. Brandless is the brand and it was very clever of them. If there is something they got right, it was the branding. What undid them is the cost of goods sold. It’s beyond me as to why they didn’t go premium with pricing and focused on lesser categories. But they had a thesis to follow and r... See more
Ashwin Ramasamy • Why Brandless Failed When Aldi Succeeded
Brandless was primarily felled by a thesis that never panned out — that there were young consumers who craved a digital middle ground between dollar stores and malls. People who were price-sensitive, cared somewhat about quality, but not about brands. Walmart for hipsters. Trader Joe's for millennials.
Axios • Attention Required! | Cloudflare
