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S9 E11: Perfect Unicorn Business: DTC Framework (with Ryan Babenzien, CEO and Co-founder of Jolie)
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**Creating Demand vs Awareness **
Creating demand differs significantly from generating awareness. Demand stems from a genuine desire or need for a product, which is not usually instigated by digital advertisements; such ads typically foster awareness rather than direct demand. Awareness often involves casual engagement like cute TikToks or event sponsorships, which typically lack impact in driving significant sales. The distinction between brands like Nike and Adidas underscores this point, where the actual product quality may be similar, but brand perception drives demand. Factors influencing this perception include respect for brand advocates, often creators who embody a brand's lifestyle and communicate its value, which encourages potential customers to explore the brand. Developing relationships with creators can effectively cultivate demand by leveraging their credibility and voice, irrespective of their follower count. Brands can replicate this strategy by identifying suitable creators within their target market, adapting the approach to their unique product characteristics, thus fostering genuine interest and increasing demand effectively.
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