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DTCs Do It Differently: How Start-Ups Become Super Stars

January 30, 2020 11:00 AM ET [11:00] (New York) | (1 hr) | Time Zone Converter

Allbirds, Brandless, Casper, Prose

Each of these names will ring more than one bell – at least if you work in the ad industry or if you’re a heavy social media user. These brands seem to have appeared overnight, but they are built on the back of a direct-to-consumer marketing strategy that has blown the traditional model out of the water.

So, what exactly makes these brands exceptionally popular and has led to their success? Join us as we talk to the man whose branding agency has helped these names emerge and vie for "unicorn status" and discover:

  • What are the hallmarks of the start-up branding model?
  • What is the traditional branding model missing?
  • How can you create brand love from day one?
  • How can you defend your incumbent brand against start-ups? 

Who Should Attend: Communications professionals, including brand builders, product developers, social media managers, and marketing, digital and e-commerce leaders

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Earn 1 CPE credit
Communications & Marketing
Requirements : Attendees must be logged on for the duration of the webcast, participate in all interactive polls, and request credits via the on-screen form. Delivery Method: Group-Internet Based Program Level: Intermediate; Prerequisites: Bachelor’s degree or higher, Advanced Preparation: None


JB Osborne

JB Osborne
CEO and Co-Founder
Red Antler

JB Osborne is the Co-founder and CEO of Red Antler, the leading brand company for startups and new ventures. He works with top, fast-growing companies like Casper, Allbirds, Brandless, and Prose, advising their founders on how to build category-defining brand experiences that people can’t s...Full Bio

JP Kuehlwein

JP Kuehlwein (Moderator)
Marketing Institute Leader
The Conference Board

JP Kuehlwein is the co-founder of ‘Ueber-Brands’ a firm that helps owners elevate their brands to make them peerless, priceless and profitable.  He previously was Executive Vice President at Frédéric Fekkai & Co, a prestige salon- and retail hai...Full Bio

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