The phenomenon of IYKYK brands is flipping the script on traditional marketing, reshaping how consumers appraise what brands can bring to their lives. IYKYKs are all about 'quiet value' that speaks for itself.
The power of personal recommendations and less performative, more authentic experiences has become the gold standard of brand credibility.
The rise of these dark horses of the brand world also makes sense in the face of increasing consumption fatigue and big brand disinterest.
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