All retail gurus claim the obvious: build communities, branding is the ultimate monopoly and you should focus on organic reach through earned media. Easier said than done, no article gives an actionable plan to brand-building. Most legacy players don’t have the capabilities and most Digital Native Brands don’t have the funds to acquire thriving newsletters with millions of subs, to start a viral podcast (spoiler: we try at laagam) or the organic access (plus some luck) of being featured by celebrities.
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