The DTC Playbook
The coronavirus pandemic has rapidly accelerated the shift from bricks-and-mortar retailing to e-commerce. This has created all kinds of growth potential for direct-to-consumer (DTC) brands. Our playbook will walk you through our four step process for finding, taking and sustaining a position for a DTC brand. We're also compiling contributions from trusted partners who will be sharing how to activate a position within their disciplines.
How can laughing in the face of flawlessness build a skincare brand?
Women’s skincare brand Super Facialist approached Squad with aspirations to wipe the smile off the big brands’ faces. But their budget is only a fraction of L’Oreal, Nivea, Garnier, Olay or No7’s. Our goal was to position Super Facialist as a leading challenger brand. Doing more with less meant disrupting the category conventions to connect with everyday women.
How can advertising convey the relevance of a position during a global pandemic?
The prospects for 2020 overseas holidays looked bleak until the relaxation of the UK government’s quarantine restrictions. Suddenly, for those looking for a much-needed break, there was an opportunity to escape their overly familiar four walls. But what kind of holiday do you go on in times like these?
Film & Podcast | George Vestey – Taking a position on family business
The Vestey family has an amazing history. The origins of their business stretch back to the docks of Liverpool in the 1890s. Over multiple generations they built a global empire. We talked to George as part of our Position Project; an ongoing exploration into the power of brand positions and the stories behind them.
