WARC from Home is our series of content for those looking to skill up in the lockdown – including a weekly re-run of a classic webinar from the WARC database. Find all WARC from Home content here.
For our final classic webinar in this series we feature a look at direct-to-consumer from Nick Geoghegan at eatbigfish, a consultancy that focuses on challenger brands.
Multiple consumer goods categories have seen a new wave of challenger brands disrupting long-established market leaders with a direct-to-consumer approach, cutting out the middle man to offer their customers increased value.
From standing up for their customers, to doubling down on over-performance, to seeing drama as a strategic imperative, these challenger brands have much they can teach legacy brands in the current environment. Here’s an excerpt:
If you’re a WARC subscriber, you can access the talk here, and browse our full webinar archive.
For non-subscribers we’re making this webinar free-to-air as part of WARC from Home.
Enjoy the talk!