Are big media companies ready for another big wave of disruption? They’d better be. The direct-brand revolution is starting, and it might not be pretty for large incumbent players in the media industry.
I recently participated in the Interactive Advertising Bureau’s introductory event on “The Direct Brand Economy,” focused on fast-emerging disruptor brands like Quip, Casper and Hubble Contacts.
We were lucky to have many of these brands’ founders and heads of growth in attendance, which meant the chance to learn how these digitally born companies see everything from data and dashboards to traditional advertising and podcasts to partnerships with brick-and-mortar retailers.
