margins matter

yes, from day one. lessons from Merit re: the modern marketing playbook

If you look objectively at most of today’s viral brands, they share a similarly formulaic strategy - widespread gifting, without abandon. Prior to Merit’s launch, for instance, in 2021, the brand mass seeded product to up-and-coming creators and influencers alike. Doing so created a swell of awareness timed to launch, made the *brand new* brand feel omnipresent (already), and garnered hundreds of pieces of invaluable organic content - not to mention the social proof that comes alongside thousands vocalizing their love for a brand that only just emerged.

Suffice to say, this rollout strategy has been my roman empire. It’s a flawless case study for a seamless, successful launch; but it’s not without it’s challenges or complications. For the everyday up and coming brand, gifting on this scale can tank you… if your cogs (cost of goods sold) aren’t buttoned up from day one.