
Nathan Young
@notnathan
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Creative strategist operating at the intersection of innovation, inclusion, and brand purpose. F1 fan blessed to be able to consult top teams & sponsors.
Minneapolis
Joined March 2009
Agree in spirit, but many D2C brands did fare well. Nearly all successful D2C brands had to add a brick & mortar to scale however. WINNERS (by market share).Away - 16%.Harry’s - 10%.Warby Parker - 7%. LOSERS (by market share).Casper - 3%.Glossier - Less than 1%.
Remember when everyone was saying " DTC brands are going to change everything" and it turned out that even in the most perfectly suited categories they took negligible market share, made a loss and changed nothing . It's rarely disrupt or die, its often be big and dominate.
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I have several questions about the @kia commercial. Why did we need to know mom was out of the picture? .Why did plugging in the EV turn the lights on?.Why were the grandparents locked in the house? #plannerbowl.
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Volkswagen making an effective case for its cultural relevance at a time when it’s struggling with US audiences. Needs to land its electric line up to finish the trick. #plannerbowl.
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No amount of Super Bowl ad spend is going to convince Americans to pronounce TEMU “teh-moo” #plannerbowl.
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Pfizer ad was objectively good, though the “outdo cancer” flag in the sand felt a little tacked on #plannerbowl.
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Snapchat makes a good case for why it’s been consistently relevant as a smaller social media platform — because in many ways it’s not a social media platform. Not sure it will bring anyone back to Snapchat, but an on brand reminder. #Plannerbowl.
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Google nails disability representation in advertising again. Showed realistic representation of challenge and how technology makes life better #Plannerbowl.
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Dunkin Ad best use of celebrity so far. Cast relevant to all generations and was *gasp* actually funny. #Plannerbowl.
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