📄 Article
Free
Advanced
A deliberately contrarian global take arguing CPG brands over-index on pure-DTC, worth reading precisely because it pushes back on the D2C-first orthodoxy many founders default to.
Why CPG Brands Should Take an Omnichannel Approach, Not DTC
From SmashBrand by SmashBrand
- Argues pure-DTC underinvests in the reach that drives category leadership for CPG
- Positions omnichannel as the default strategy for consumer packaged goods specifically
- Useful counterweight if you're leaning too hard into 'D2C-only' as a badge of honour
