Direct brands march to the front in the digital ecosystem

Geoffrey Precourt

"Direct" brands, which sell products directly to consumers, are transforming various product categories and threaten to undermine the status of traditional market leaders.

At the 2018 Annual Leadership Meeting (ALM) held by the Interactive Advertising Bureau (IAB), Randall Rothenberg – the trade organization's President/CEO – gave definition to what has emerged as a new model for 21st Century marketing.

"Indirect" brands, those legacy brands that rely on an aligned network of partners…

… now have to make room for a new generation of "direct" brands that essentially are sidestepping advertising agencies, media-buying firms, and publishers to connect directly with their customers.

"The first thing you need to understand," Rothenberg told the IAB/ALM delegates, "is that technically, culturally, procedurally, and socially, direct brands are...

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