This document discusses the changing consumer landscape and strategies for direct-to-consumer brands to thrive. It notes that the most transformational brands focus intensely on product-market fit, understanding customer behavior, and continually optimizing the customer experience. However, the landscape is changing rapidly with the rise of Amazon advertising and importance of influence, loyalty, and physical presence. Both ancient and modern brands that adapted to these shifts by embracing social media, having a clear vision and transparency, and balancing innovation with their core strengths are discussed as examples. The key is not waiting too long to change but also staying true to one's brand.

1. CONSUMER 3.0
NOVEMBER 11, 2019
PRESENTED BY JACKSON JEYANAYAGAM

3. SOME OF THE MOST TRANSFORMATIONAL
BRANDS ARE KINDA’ BORING

4. WHY DTC IS THRIVING WITH THIS NEW CONSUMER
• Obsession with product/market/fit
• Close loop on the path to purchase
• Ability to know the customer’s shopping behavior & continually optimize
against it
• MTA provides an understand of each platform’s purpose and who / how
/where to best engage
• Can take risks and constantly test (but also course-correct ASAP)
• Forces integration between creative, tech, partnerships, media and product
teams

5. BUT IT’S ALSO CHANGING AT A RAPID RATE
• Lack of scale/predictability with Facebook & Google and the rise of Amazon
advertising
• The role of organic everything
• “Influence” is important…but only as a function of loyalty
• Need for a physical presence to complement digital
• Traditional tactics still work (direct mail; sponsorships; PR; ATL, etc.)
• Strategic partnerships
• More and more critical to stand for something more than profit

6. HOW AN ANCIENT BRAND
TRANSFORMED ITSELF WITH
SOCIAL MEDIA

8. DRIVEN BY A VALUE VS. VALUES-DRIVEN

9. Confidential – Internal Use Only

11. LEARNINGS FROM BOTH?
• An awesome product and CX
• Clear vision and focus
• Transparency even when it’s uncomfortable
• Balancing short-term with the long-term
• Stay the course, BUT…
• Have the ability to adapt when needed
• Be true to yourself as a brand
• Executive accountability matters…now, more than ever

12. WHAT ALL THIS MEANS FOR YOU
• Don’t get away from what makes you great (see Gilt)
• But don’t wait too long to embrace change and adapt (remember
Blockbuster Video?? Either do i)
• Create an innovation/test hub that you can experiment with
• Recruit differently and find your internal “misfits”
• Ask “why?” over and over again…don’t just accept face value
• Be opportunistic with - and embrace - new corporate realities (i.e.,
sustainable packaging; vulnerable leadership; employee-first mindset, etc.)

13. Great Service/Experience
Right Product Offering Ease of Use
Great Execution
Keeping ‘consumer 3.0’ in mind with
your focus areas

14. FIN