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Billion Dollar Brand Club
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Billion Dollar Brand Club

Larry Ingrassia
Talks at Google, 2020
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Editorial Rating

8

Qualities

  • Innovative
  • Background
  • Concrete Examples

Recommendation

Perhaps you remember the heady early days of the social internet, when internet ads felt friendly and familiar, goofy and spoofy, and direct-to-consumer companies could also accurately be called “connect-to-consumer” companies. Now, there’s a cacophony of voices shouting for attention, and social media advertising may seem less charming – and less effective. Is there still room to succeed in the direct-to-consumer start-up that uses social media to market? Larry Ingrassia, author of Billion Dollar Brand Club thinks so. You’ve just got to know which category to target.

Take-Aways

  • Technology evened the playing field, allowing new start-ups to play David to the Goliath of already established companies.
  • The social media marketing landscape has changed, and companies have to be nimble to keep up.
  • Brick-and-mortar stores may be crucial for future success, and new companies might consider entering the health care space and advertising to older consumers.

About the Speaker

Larry Ingrassia is the author of Billion Dollar Brand Club, and worked as a journalist and senior editor for The Wall Street Journal, The New York Times, and the Los Angeles Times.

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