Brand Versus Direct

i think technology wisen and tool and tactic wise, i mean, seeing everything shift all the time. I'm hearing interesting things bout brands that you might not assume would succeed big on tiktok. A lot of direct consumer brands are focused too much on the direct part and not enough on the brand part. What's the other half of the coin is figuring out what's the brand? It's about figuring out the products and services that help your customers feel when they use it or recommend it.