Nancy Twine, the founder of Briogeo, highlights the challenges faced by non-famous entrepreneurs in the competitive consumer packaged goods market, particularly after celebrity-led brands are acquired for large sums. She emphasizes the low barriers to entry, making it attractive for celebrities and creators but daunting for smaller entrepreneurs. Despite social media's role, Twine argues that success is possible without being an influencer, advocating for strategic influencer partnerships to drive growth and brand awareness instead of relying solely on personal social media presence.
It's really hard for a lot of entrepreneurs who don't have built-in audiences to be able to affordably scale brand awareness and that customer base. Entrepreneurs who don't have the reach and aren't interested in putting themselves out there have to be really smart and strategic about the types of influencers they align themselves with.
The barriers to entry are really low. To launch a brand in 2025, all you need is a contract manufacturer and a branding agency.
#entrepreneurship #celebrity-brands #social-media-strategy #consumer-packaged-goods #influencer-marketing
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