Direct Brands 2018 Founders’ Insights

2018 Direct Brand Economy Benchmarking Report 1

What are Direct Brands? How do they behave? How do they sell? IAB’s CEO, Randall Rothenberg, and Mark Shmulik revealed findings from IAB’s inaugural Direct Brands 2018 Founders’ Insights at the 2018 Direct Brand Summit, based on research collected across a survey, round table discussion, and one-on-one interviews with founders.

Key findings include:

  • Direct brands are born to disrupt: 97% of respondents listed “category disruption” as their goal.
  • Direct brands are not tech-led, they are marketing-led.
  • 40% of direct brands position their products as premium but at a value price point.
  • On average, direct brands can launch new products in as little as 4 months.

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