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
  • D2C DNA Book Cover
  • D2C DNA Book - Inside Pages
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.

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  • Jon
  • Katie
  • Malcolm

"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 Retail Officer, VMLY&R Contributing Author, Forbes

"‘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

"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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D2C IS A MISSION

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

D2C IS A MINDSET

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

D2C IS A BEGINS
 & ENDS WITH “C"

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

D2C IS MOBILE

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

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D2C IS A SKILL

…not a business unit

D2C BRANDS LIVE R&D

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

D2C BRANDS DOTE ON DATA

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

D2C BRANDS DELIVER ON DETAIL

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

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D2C BRANDS ARE "STORYSELLERS"

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

D2C BRANDS DON'T SELL PRODUCTS

…they sell experiences and community

D2C BRANDS AREN'T IN IT FOR THE MONEY

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

D2C BRANDS ARE LOYALTY COMPANIES

…who create lifetime value for their customers and themselves

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D2C BRANDS ARE "UNORGANIZED"

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

D2C BRANDS ARE COLLABORATORS

…with customers, employees and commercial partners

D2C BRANDS ARE CURIOUS

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

D2C BRANDS ARE SIMPLIFIERS

...they simplify choices and markets for customers

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D2C BRANDS ARE OPPORTUNISTIC EXPERIMENTERS

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

D2C BRANDS ARE PROMISE KEEPERS

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

D2C BRANDS ARE FAST MOVERS

...responsiveness is built into their operating fabric

D2C = CAC:LTV

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

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D2C GROWS
 THROUGH “DIG-ETAIL”

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

D2C LOVES TGT,
 WMT AND P&G

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

D2C BRANDS "DO NO HARM"

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

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

Scroll down to download your copy today.

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