4 Characteristics of a Digital Native Vertical Brand
Andy Dunn, American entrepreneur, marketing guru, and the CEO of Bonobos recently made it clear how to build and run a genuine Digital Native Vertical Brand (DNVB). And, dont get it wrong, DNVB’s are not e-commerce companies, at least not only. The difference can be profound, because “it requires an appreciation the role brand plays in inspiring people, speaking to them, and shaping their choices” Dunn says.
Dunn says that “creating a DNVB gives you an opportunity to combine the growth of being an e-commerce company with the margins of being a brand, and with a proprietary selection of merchandise where you control distribution and your own destiny”. Contrary to third-party e-commerce purveyors which have to strive to survive over Amazon, DNVB’s are creating long-term loyalty impossible to create in the commoditized world of “channel.”
Most of the DNVB’s are still in their early stage of development. But, you may already know at least 2 of them :