In this series, we take an inside look at how the next generation of consumer brands are being built, the unique experiences brands create to drive customer love and loyalty - and the obstacles they face scaling their businesses. Everything is going to have an overall influence on the brand and their, say, potential brand affinity they may build.Ī show where we celebrate Direct to Consumer leaders, marketers, and operators that are creating breakout brands in the digital era. J: We do realize from the end customer standpoint, brand is not any different than any other marketing output. Battle the inevitable phenomenon of channel decay and banner blindness.Measure the performance of brand initiatives and their ability to form relationships with customers.Work with brand and performance marketing teams in growth tests to ensure brand consistency through their “brand filter”.In this episode, we hear how Jon and his team: Jon is focused on growth, but he also places a large emphasis on the power of brand - a counterintuitive mindset from typical growth marketers.
This is what we explore in this episode with Jon Corwin, One Click’s Head of Growth. Acquired by eyewear behemoth EssilorLuxottica in 2018, their strategy has been proven successful. They have formulated an organizational strategy to drive both short term (transactions) and long term (relationships) results. Eyewear e-commerce retailer One Click is not like most DTC retailers. Is it possible to drive short term results, while also creating long term relationships with customers?įor most direct to consumer retailers, brand and growth are seen as two entirely different strategies.
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