DTC drives disintermediation, which can create value through better margins and enhanced services.

With big brands generally struggling to grow and their market shares eroding under the pressure of small and new brands, the role of category expansion is becoming more and more crucial.

One of the most powerful levers of success is one of the most intangible. It takes years to nurture. It cannot be forced or 'manufactured'. It is a long-term shot in a short-term world. In short, Brand Purpose is the heart and soul of a business and the greatest route to engage consumers.

Our passion for brands set us up on a mission several months ago to understand what drives growth, and explore the claims that penetration is now the primary driver.