Direct To Consumer And Its Coming Era

The marketing function developed in the ‘Indirect Brand Economy’. Historically, the advantage lay with the entrenched incumbents. Challengers had a bleak chance of breakthrough. The top few players created a high barrier to entry using a capital intensive supply chain network. Small scale distribution was exorbitantly expensive and it was almost impossible to get shelf-space with the retailers unless you drove ‘big volume’ demand. Inability to manufacture, distribute or create customer awareness at scale meant new entrants had almost guaranteed failure.  The third parties involved in value extraction included the…

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