每個D2C新創品牌的養成之路都不同，但有模式可循。藉由寢具產業的兩個新創品牌- Purple以及 Casper的個案分析，輔以數據觀察，來檢視「營銷力」、「產品力」及「品牌力」在品牌養成之路的階段角色。

職場產業

文化生活

音樂藝文

D2C新創品牌個案導讀- Casper與 Purple的品牌養成之路大不同

Celebrate Purple’s 5th Anniversary with us! It has been 5 years of providing innovative comfort and unlocking the secret to perfect sleep. Shop online: https://purple.com/ Subscribe: http://www.youtube.com/c/Purple?sub_confirmation=1

Production Company: Fackrell Brothers - fackrellbrothers.tv 
Executive Producer: Valerie Thomas
Director: Fackrell Brothers 
Producer: Duff Rich
Director of Photography: Munn Powell
Production Designer: Damon Fortier
Art Director: Chris Kelly 
Editor: Fackrell Brothers 
Written by - Andrew Hobbs 
VFX: Tarik Saran - Rolling Filmz 
Gabbamation Design: Parker Jacobs 
Gabbamation Animator: Will Kindrick 
Color: Dimitri Zola / MPC - moving-picture.com/what-we-do/colour
Film Score: Philip Klein - philipkleinmusic.com
Additional Music - Matt Gorney
Sound: Nathan Hoffman - blufirestudios.com
"At the Edge of the Earth" - written and performed by Hai Ku - thisishaiku.com / instagram.com/oldyellingbaby / soundcloud.com/thisishaiku 

Facebook: https://www.facebook.com/LifeOnPurple/
Twitter: https://twitter.com/Purple
Instagram: https://www.instagram.com/purple/
Pinterest: https://www.pinterest.com/purple/

Celebrating Purple & 5 Years of Comfort

Order the Purple Mattress online at https://goo.gl/BSrZEZ for free delivery, free returns, and a 100-night money back guarantee. Learn why Purple Mattresses are so much more than another mattress in a box. Subscribe to our channel: http://www.youtube.com/c/Purple?sub_confirmation=1

Purple™'s smart comfort grid system is designed to be soft where you want it and firm where you need it, regardless of your body type, what position you sleep in, or where you are on the mattress. Translation: Wake up every morning with your happy face on.

With a temperature-neutral, open grid design, the Purple Smart Comfort Grid™ promotes airflow and dissipates body heat so you don’t sweat the bed.

The Purple Smart Comfort Grid™ effortlessly isolates motion, so you don’t feel your partner, posterity, or pets when they wiggle about.

Rest easy with Purple’s 100 night risk-free trial and premium 10-year warranty — if you don’t love it, receive a full product refund. 

Purple loves your curves. The Smart Comfort Grid™ instantly responds to support your body’s natural shape. All night, every night.

By adapting to all your pressure points in any sleep position, Purple feels amazing whether you’re a back, stomach, side, or undecided sleeper. 

Purple’s Smart Comfort Grid™ is designed to dynamically flex under pressure so your shoulders and hips are properly cradled and supported. No pressure all night. No pain come morning.

The Smart Comfort Grid™ allows for plenty of temperature-neutralizing air movement under and around you for consistently cool comfort all night.

The Smart Comfort Grid™ is crafted from high-quality Hyper-Elastic Polymer™ that’s made proudly in the U.S.A. This ultra-durable, non-toxic material never breaks down, so you stay nice and comfy now and forevermore.*
----
Ad Agency: Harmon Brothers
Executive Producers: Jeffrey Harmon, Theron Harmon, Daniel Harmon
Goldilocks: Mallory Everton
Creative Director: Daniel Harmon
Producers: James Dayton, Benton Crane
Co-Producer: Spanky Ward
Director: Daniel Harmon
Writer: Dave Vance
Additional Writing & Concepting: Daniel Harmon, Jeffrey Harmon, Mallory Everton
Editor: Kaitlin Snow
Assistant Director: Ryan McDowell
Director of Photography: Tyler Stevens
Assistant Camera: Josh Contor
2nd Camera: Tel Stewart
3rd Camera: A. Todd Smith, Josh Contor
Glass Drop / Raw Egg Test Design: Benton Crane, Terry Pearce 
Engineering: Terry Pearce
Gaffer: Carl Gunderstrup
Grip: Garrett Gunderstrup
Visual Effects Supervisor: Tyler Stevens
Visual Effects Artists: Tyler Stevens, Josh Badger
Motion Graphics: Tyler Stevens, Daniel Harmon
Color Correction: Tyler Stevens
Sound: Jeff Hall
Sound Design: Jake Edvalson
Script Supervisor: Kaitlin Snow
Art Director: Daniel Whiting
Set Design: Daniel Whiting
Carpentry / Set Construction: Jason Sullivan, Layne Robinson
Set Painting: Seven Nielsen
Storybook Illustrations: Kendall Hale
Bear Portraits & Storybook Cover Design: Seven Nielsen
Storybook Binding: Ellen Nicole Allen
Set Dressing: Peter Terry 
Behind the Scenes: Jonah Rindlisbacher
Costume Design: Anna Kay Findlay
Hair/Makeup: Michelle Miles 
Baby Bear Creator: Chris Hansen
Puppeteers: Matthew Cramer, Daniel Whiting
Storyboard Artists: Ben Lalli, Chantal Itkin
Production Assistants: DJ Spaulding, Jared Taylor, Jacob Winn,  Mark Rose, Andie Pearce, Matt Long, Brett Peterson, Logan Laxton, Kent Findlay, Alfred Marshall 
Jibb Tech: Matt Long
Additional Graphic Design: Brett Crockett
Craft Services: Erica Sims
Bed Delivery Man: Spanky Ward

===
Disclaimer
===
The "test" in this video is a staged, comedic demonstration that involves paid actors and crew, and lots of expensive and heavy equipment. The people in this video are not scientists. What you see is real, but it is not performed in a controlled scientific environment and is not done pursuant to a scientifically designed clinical study. It is a demonstration performed on a movie set. The demonstration is performed on an uncovered Purple mattress and a leading competitor brands of other mattress styles. You should always use the specially-designed cover your mattress comes in and should use your mattress for its intended purpose. This demonstration has no real-world application and does not test or otherwise demonstrate actual performance characteristics of the mattress. The comments made in this video, especially those regarding other mattresses, are intended as comedic puffery and are not meant to be taken seriously. We maintain that Purple mattresses are the most comfortable and technologically advanced mattresses available, but we also recognize that every user’s experience will differ. There may be many different causes of sleep-related discomfort and pain, and Purple mattresses may not relieve these causes. Purple products are not intended to treat, cure or prevent any physical ailment.

Also, Purple’s propriety Hyper-Elastic Polymer® lasts at least as long as ordinary mattresses and is guaranteed for 10 years under Purple's full warranty.

How to Use a Raw Egg to Determine if Your Mattress is Awful - Purple Mattress #goldilocks

Say goodnight to overheating and hello to refreshing sleep, no sweat. Zzz more at casper.com.

Introducing Casper's Cooling Collection: Love Your Tomorrow.

國際

品牌定位是任何商業模式成功的起點。D2C直客商業模式熱度急升，但新創品牌要活下來並不容易。 因主張"拒絕「品牌稅」"而聲名大噪的Brandless，在成立兩年半後卻突然歇業。導火線是資本的期待過高還是商業模式的「根源」有待重新審視？...在探索最適的商業模式之前，要確認是否有清晰的品牌定位和團隊共識

投資理財

D2C新創品牌個案導讀- 拒絕「品牌稅」的Brandless| CY’s 品牌引銷5.4.3

聚焦在訂閱制個案分析，探索內隱的戰略思維，從中尋找啟發...當面對強大的競爭對手，別急著複製粘貼對手的產品/服務，要先想清楚：WHY — 為什麼顧客要選擇我？HOW — 如何做出差異化的訂閱服務? WHO — 誰是最適合的策略夥伴？審視自身資源與能力，尋找能「截長補短」的策略夥伴，強化競爭力

訂閱制個案分析 | 日本U-NEXT與amazon的戰略思維與啟發

Enjoy the convenience of in-garage grocery delivery! Receive Amazon Fresh and Whole Foods Market deliveries conveniently inside your garage. In-Garage Grocery Delivery works with myQ smart garage technology for a safe and contactless grocery delivery solution that is FREE for Prime members!

Key by Amazon In-Garage Grocery Delivery - Enabled by myQ

訂閱制個案-日本U-NEXT與amazon戰略思維與啟發 | CY's 品牌引銷5.4.3

【第一代數位D2C新創品牌的啟發】很多品牌開始審慎評估D2C(Direct to Consumer)直客商業模式的必要性。進入D2C商業模式前該想清楚3個問題：1.WHY- 品牌與目標消費者是否有共同利益?2.HOW- 品牌是否有實踐的能力？ 3.WHO- 品牌能否平衡其他利害關係人的利益衝突？  

D2C品牌成功模式