详情描述

"Indirect Brands" are characterized by value-creation based on dominating o&0, high-barrier, capital-intensive supply chains with value extraction accomplished through a series of third-party hand offs (brand to publisher to retailer).

Direct Brands create value through low-barrier, capital-flexible,leased or rented supply chains, with value extraction accomplished primarily through the direct relationships between the company and its end consumers.

Have Disruptor Brands created a new customer journey paradigm?
*Do consumers of Disruptor Brands fundamentallydiffer from Incumbent Brand-only shoppers?
*What/who is driving Direct Brands throughout thepurchase funnel?
*Which media brands/platforms are preferred?
*What is the motivation behind the discovery andtrial of Disruptor vs lncumbent Brands?
*How do consumers define brand loyalty?
*What cultivates brand loyalty?

9 key findings for evolving brand marketing strategies
1.Direct Brand consumers represent 48% of U.s.shoppers and are younger, have higher HHls and are consumed by the need to self express
2. Their chosen brands are not passive badges—rather, they are active mechanisms for public,cross-channel communication and self-promotion
3. They find brand value in their ability to contribute ideas and feedback to brands and their communities at scale
4. The "Facebook family" remains #1 for sharing brand attitudes-particularly by older, less prolificlncumbent shoppers
5. Disruptor Brands build consumer loyalty—as well as resulting LTV*——through cross-channel
interaction

All Direct Brand consumers also buy lncumbent brands
52% of Incumbent Brand-only shoppers do not buy any Direct Brands

·Nearly twice as likely to choose brands to express"who l am”
·They deliberately look for Disruptor Brands: 1 out of every 4 brand searches

83% more likely to go to a pop-up or physical store location pre-purchase
Nearly 2.5x more likely to consult Celebrities/Professional influencers pre-purchase
61% more likely to watch brand videos when researching Direct Brands
75% more likely to be perusing publisher sites for brand information

40+% of Direct Brand consumers say:
lt's important that others want to share their posts
Their posts are meant to help them lead conversation
They post to ensure their voice is heard

When sharing content or talking about brands or products, where are you most likely to post or share your thoughts? Please select your top three.

8 in 10 Direct Brand consumers saypurchasing a brand is not enough todefine loyalty:
Brand engagement/interaction isrequired

Warby Parker, a Direct Brand eyewear brand, sent select customers 3 sets of glasses and asked them to video themselves trying them on, and requested that they post the video on their social feed.

Direct Brand consumers are 2x more likelyto expect brands to partner with at leastone Celebrity or Professional lnfluencer 
They are nearly 3x more likely to say a Celebrity/Professional lnfluencer hasimpact on their interest in a brand

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