We live in a world where we are spoiled for choice when it comes to what we buy. Which is great for consumers, but a challenge for many brands, particularly those that rely on a traditional retail distribution model. But increasingly, as consumers seek out more authentic experiences, many larger companies are looking to smaller, niche brands for blueprints to get their branding strategy right.
But it can’t just be a copy-paste job—look at Revlon’s recent lackluster attempt to gain a share of Rihanna’s Fenty market or Aldi’s stab at sweeping up BrewDog drinkers. To genuinely meet consumer needs in the here and now, brands have to be willing to turn away from their comfortable, predictable models and create a strategy that puts the customer—not the retailer—at the core.
