D2C DNA

An exploration and explanation of the 23 traits, characteristics, and principles that comprise the full DNA of the world's most successful D2C brands
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Leading with Examples (lots of them)

D2C DNA features over twenty in-depth case studies spread throughout 23 chapters, which examine brands big and small who are approaching D2C through innovative and forward thinking points of view.

See a preview of the 23 chapters here and scroll down to download a full copy of the book.

01 new
D2C IS A MISSION

...and customers are buying missions, not just products

02
D2C IS A MINDSET

...companies are rethinking market structures and products through a 21st century lens

03
D2C IS A BEGINS
 & ENDS WITH “C"

...and D2C brands are maniacally focused on the end-to-end customer experience

04
D2C IS MOBILE

…and are mobile first in every dimension of communication and transaction

05
D2C IS A SKILL

…not a business unit

06
D2C BRANDS LIVE R&D

...they exist to develop, test and redevelop new compelling experiences

07
D2C BRANDS DOTE ON DATA

…by creating data that informs them on customer preferences and reactions

08
D2C BRANDS DELIVER ON DETAIL

...not just about product attributes but also every aspect of the experience

09
D2C BRANDS ARE "STORYSELLERS"

...they connect with their customers through a shared, developing story

10
D2C BRANDS DON'T SELL PRODUCTS

…they sell experiences and community

11
D2C BRANDS AREN'T IN IT FOR THE MONEY

…they first seek to engender deep engagement to gain transformational insights

12
D2C BRANDS ARE LOYALTY COMPANIES

…who create lifetime value for their customers and themselves

13
D2C BRANDS ARE "UNORGANIZED"

…so they can be organizationally integrated and committed to the experience

14
D2C BRANDS ARE COLLABORATORS

…with customers, employees and commercial partners

15
D2C BRANDS ARE CURIOUS

...they remain curious and optimistic in the face of challenges

16
D2C BRANDS ARE SIMPLIFIERS

...they simplify choices and markets for customers

17
D2C BRANDS ARE OPPORTUNISTIC EXPERIMENTERS

…with their products and business models, and especially with their communications

18
D2C BRANDS ARE PROMISE KEEPERS

...they make and keep bold, simple and explicit promises that their customers value

19
D2C BRANDS ARE FAST MOVERS

...responsiveness is built into their operating fabric

20
D2C = CAC:LTV

...and D2C brands know their numbers, especially the two that define their reach

21
D2C GROWS
 THROUGH “DIG-ETAIL”

...and brands are digitally natives, not captives. They aim to connect in the physical realm

22
D2C LOVES TGT,
 WMT AND P&G

...and it’s mutual. D2C brands and retailers are finding common cause and partnering

23
D2C BRANDS "DO NO HARM"

...and their experiences are not benign. Approach with cautious intent, ambition and investment

WHAT OTHERS ARE SAYING

See what some are saying about D2C DNA.

Jon

"Brands that want to compete in the value-centric, data-enriched economy need to develop a unique DNA and have it serve their businesses and their customers. This book shows them how."

-- JON BIRD, CHIEF EXECUTIVE OFFICER, VMLY&R AUSTRALIA & NEW ZEALAND
Katie

"‘D2C DNA’ looks deeply into the foundational and often overlooked territory of what really makes a brand’s DNA tick. Leaders of brands of any size looking to gain insight from the D2C revolution should start here and make this DNA their own."

-- KATIE HUNT, CHIEF REVENUE OFFICER, SHOWFIELDS
Malcolm

"Great changes in the market place require great changes by legacy brands and retailers if they’re to keep up with and satisfy the expectations of their future customers. An understanding and application of the 23 key elements of the DNA of D2C brands laid out in this book will be vital to help them succeed."

-- Malcolm Pinkerton, VP, Retail Insights, Europe Kantar Consulting
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Download Your Copy of D2C DNA

An exploration and explanation of the 23 traits, characteristics, and principles that comprise the full DNA of the world's most successful D2C brands.

QUESTIONS?

Please contact Zac Kraemer, Director, Commerce or Andy Heddle, Group Director, Commerce