Randall Rothenberg
Now in its third year, IAB has unveiled the most disruptive, influential DTC brands. More than 3,500 brands were analyzed before IAB narrowed the list to the most important 250 direct-to-consumer products. This year, for the first time ever, 100 service companies were added. “These brands epitomize the growing disruptor brand economy, representing the leading edge of business development across the U.S. and globally,” says IAB CEO Randall Rothenberg. “We watch these brands because their business model, personalized relationships with consumers and go-to-market strategies are transforming how brands are born, how they are advertised, and what consumers expect. Traditional brands aspire to their nimbleness and engagement. If they want to understand the future of the consumer economy, there is no better model to follow than the IAB 250.” New “to watch” in 2020 includes consumer brands such as Andie, BodyArmor and Wander Beauty, and services like ClassPass, Le Tote and Lyft. “Consumers and distribution channels have changed. Brands go to market faster, with marketing that’s focused on stimulating conversation and ensuring powerful one-to-one customer experiences. At the core of everything is a continuous stream of first-party data. Brands that don’t adapt, will not survive,” explains Sue Hogan, SVP Research and Analytics, IAB.
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