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Most consumer product companies, especially direct-to-consumer brands that start out by serving a specific niche audience, sink or swim based on how they position themselves around a target customer. These brands define “our girl” or “our guy” and constantly make a range of decisions through the lens of this customer.

While this can lead to product and market fit early on, it often can be a challenge to scale. How does a brand remain relevant to the people who “love” it while serving the people who might just “like” it? How can a brand be so defined, yet so flexible? Can it continue making the same products and marketing them the same way, or does it need to shift what it makes and how it sells it? For most companies, serving and scaling these dynamic but equally important constituencies is a constant challenge.

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