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1/ It’s rare for “brand” to be a sustainable moat. One company of exception is @glossier (cc @alexandramweiss, @EmilyWWeiss). https://www.vox.com/the-goods/2019/1/15/18184151/glossier-emily-weiss-marketing-strategy-recode
2/ While many companies focus on large brand campaigns / reach+freq media buys to build “brand”, Glossier built a distribution engine via its existing customers. It built mechanisms to amplify WOM that was already happening from an early, loyal, vocal base of customers.
3/ Key benefit to expanding surface area of distributing brand msg: likelihood & depth of resonance w variety of consumers
Any single campaign from one CMO/agency will tell a specific & biased msg. No brand can articulate needs of its consumers as well as consumers themselves.
Any single campaign from one CMO/agency will tell a specific & biased msg. No brand can articulate needs of its consumers as well as consumers themselves.
4/ Aside: this is why testimonial-based TV campaigns are often most performant (for brands just entering the channel).
5/ Influencers can be effective, but authenticity & quality of reach are diluted w/ volume of brands one supports. Not to mention, organic distribution from influencers is decaying.
We do use social signals to make purchasing decisions, but social != paid endorsement.
We do use social signals to make purchasing decisions, but social != paid endorsement.
6/ Facilitating customers’ ability to tell & spread their own authentic story w/ a brand is conceptually similar to productizing a viral/referral loop
These loops are optimized by breaking into Volume (# referrers) x Spread (# invites/referrer) x Conversion (invite acceptance)
These loops are optimized by breaking into Volume (# referrers) x Spread (# invites/referrer) x Conversion (invite acceptance)
7/ While Spread is highest on social channels, Conversion typically highest on owned channels like SMS, Email. (And unpaid spread is decaying for social)
Glossier productizing community w/in its own app mitigates [FB/IG] platform risk & should improve conversion on “referrals”
Glossier productizing community w/in its own app mitigates [FB/IG] platform risk & should improve conversion on “referrals”
8/ This approach to brand & community is strategic, growth-oriented, and measurable. It’s v different than building brand by paying for eyeballs
In a space where acquisition is often linear, driven by paid mktg, and decaying w/ scale, differentiated distribution is make-or-break
In a space where acquisition is often linear, driven by paid mktg, and decaying w/ scale, differentiated distribution is make-or-break
