Me-too brands have cluttered and confused the DTC eyewear marketplace in recent years. But EyeBuyDirect was one of the original entrants, founded in 2006. To meet these market challenges, the company recently went through a major rebranding effort around the themes of self-expression and individuality. Brand Director Jim Merk joins us this week to explain how this repositioning and image makeover evolved out of a classic conundrum for DTC brands: Sales success and growth outstripping brand recognition. Jim himself has been in the DTC for a number of years. He joined EyeBuyDirect two years ago, after a long tour of duty of driving branding at the tech retailer Newegg. by Steve Smith Read the whole story >
Denise Vitola's very title at Bayer tells you a lot about the changes at work in OTC healthcare marketing. She is VP of Brand ... by Steve Smith Read the whole story >
When it comes to celebrity-aligned brands, they don't get any wilder than Tyson 2.0. The former heavyweight boxing champ likes his weed, and he ... by Steve Smith Read the whole story >
Join legacy manufacturers and emerging players in Charleston on May 15-18 for a unique peer-to-peer format where marketers share insights, successes and plans for more direct, consumer-first relationships. It's an event you will not want to miss. Secure your spot today! Click for more
Many moms know Zulily as a pioneer of the online flash sale. The decade-old brand recently announced a shift in emphasis towards overall value ... by Steve Smith Read the whole story >
When Walgreens became a vital channel for the national vaccination push last year, the stakes for media reaching both old and potential customers with ... by Steve Smith Read the whole story >
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