Case Study

How to Market a New Brand

Effective marketing is a challenge for every type of consumer brand in the market today, but especially for new and emerging brands without the name recognition or category penetration of market leaders. Not only does it require a diverse approach to online and offline marketing, but also demands that brands have a very clear sense of where they are positioned in the market. From buzzy razor start-up Billie to LVMH-funded streetwear label Madhappy, some young brands have managed to cut through the noise. BoF analyses their marketing strategies to unlock their formulae for success.