This article is part of a Spotlight series on what marketers can learn from DTC disruptors in China. Read more
DTC businesses don't create brands, they create concepts that slowly take form as brands. The brands themselves are like clumps of clay that are moulded over the years by careful, strategic choices and, of course, water – re-shaped through changing consumers trends and feedback.
Fluid branding has no limitations
Some would say the traditional packaged goods corporation of the world is more of a marketing company, where its brand equity outweighs its entire year's profit.