Consumer Brands

The "nicheification" of culture isn't new Subcultures have always existed, but demand is shifting towards micro-niches & micro-influencers @andjelicaaa breaks down the why into 4 demand models: 1. Bandwagon Model 2. Snob Model 3. Veblen Model 4. Corteiz Model Let's dig in...

🧵 Why every brand should consider NFTs as part of their 2022 strategy:

there is a "business as a service" product emerging for every content creator to be able to monetize across any vertical. from food to fashion, with a loyal audience, you can make/sell/fulfill branded [fill in blank] as a service with minimal friction and investment.

The greatest unlock to growth doesn’t come from tinkering with audiences, bid strategies, nor even SEO. It comes from *positioning* your product in the most compelling way possible … new frames — both positive and negative — to sell to new customers. https://cxl.com/blog/product-positioning/... See more

A thread about paint 👨‍🎨

@drinkdirtylemon is a DTC brand founded in 2015 that sells some pretty cool beverages in some pretty cool ways. A thread on the business and their pricing:

When behavior shifts radically, companies with “responsive instrumentation” (vertical integration, digital touch points, focus) can adjust real-time to deliver on brand promises. Adaptability → “Reassurance” → Accumulating Advantage. Ex: Lululemon’s “Reassurance Multiple”

Hmmm. Maybe. 1) i'm not that convinced that DTC is going to kill a lot of incumbents. If we look at share loss for Pepsi, Unilever, etc- much of that is not DTC, it is products/brands that meet unique needs of today's fragmenting consumers.