Direct brands march to the front in the digital ecosystem

"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…

And they are:

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