As a D2C founder with PMF amidst rising CAC & efforts to scale; wondering : "Is it time to go offline?"
Take leaf out of Apple's mental model on offline.
While going offline, Apple didn't follow the traditional tech retail playbook - no stores alongside its then category peers - IBM or HP in crowded electronics hubs.
Instead, opened in Manhattan’s chic SoHo, Milan’s Piazza Liberty -catchments that house best of luxury - Prada, Louis Vuitton, and Dior.
Why?
Steve Jobs understood that his groundbreaking tech has to marry lifestyle, not nerdiness.
Its products have to become objects of aspiration, luxury, and indulgence - to drive profits.
What followed was a masterclass in branding:
1. Brand Name
Apple dropped "Computers" from its name, distancing itself from the geeky tech stereotype.
2. Experience, not Stores
It built "Temples" of experience with products at center as gods, in spaces filled with luxury, spaciousness, mesmerizing design, and attentive service.
3. Shifted Product Focus:
Transitioned from desktops (practical, rarely gifted) to diesirable lifestyle products like iPods, iPads, and iPhones (that make prestigious gifts).
4. Premium Pricing:
Pricing kept climbing upwards with tech & quality; establishing that "Pricing is table stakes for perception".
5. Iconic Communication:
Crafted marketing around exclusivity, higher order simplicity, and black & white magic - making brand as the gold standard for any premium tech brand!
For D2C brands, Apple's offline journey highlights a crucial lesson:
-Going offline isn't just about expanding distribution; it's about strategically elevating your brand & consumer perception!
Don’t just go offline anywhere commercially viable; think first - what you want to build!
BrandStrategy Offline Retail
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I write regularly on D2C brand building, scaling growth & marketing insights.RunningMarketer
