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How To Build a 21st Century Brand Report

How To Build a 21st Century Brand 2019 2

At the 2019 Annual Leadership Meeting, IAB released the second version of its Direct Brand Economy report entitled How to Build a 21st Century Brand. This study is an in-depth illustration and analysis of how direct brands are driving a tremendous transformation in the way consumer goods and services are created, marketed, and sold.

Top takeaways from How to Build a 21st Century Brand, which will inform the future of brand marketing, include:

  • There is a playbook emerging that takes brands from customer acquisition cost (CAC) to lifetime value (LTV)
  • Disruptor brands are acquiring individual customers at scale, overwhelmingly through mobile channels
  • Storytelling lowers acquisition costs
  • Community turns customer acquisition cost (CAC) to lifetime value (LTV)
  • For disruptors, branding must perform…and vice versa
  • Direct brands are becoming media promiscuous, moving beyond social media marketing
  • Omnichannel shopping is the new normal, from online to brick-and-mortar to pop-up shops
  • Fast is the new fashion in every category, with new product launches happening in just 4 to 7 months
  • Two-day delivery is the cost-of-entry standard for customer service-and two hours is next
  • Delivery of one product should empower the discovery of others

Download the Full Report: