Thread by @sajithpai

I enjoyed reading this piece fm @suchitasalwan looking back at 2019 and the rise of #premiummediocre digitally native brands.

Lots to unpack. A brief thread follows.
medium.com/from-lbb/embra…

@suchitasalwan The key insight is #2 - that the brand should help the consumer tell her story better on social media.

Instagram effectively is your distribution platform, and you need to give enough hooks to enable the consumer to share there.

@suchitasalwan Historically you signalled largely via luxury or cult brands.

Now these micro+social brands too confer the ability to signal and tell a story about yourself. I encouraged Suchita to call them story brands but perhaps micro+social is a better term:-)

@suchitasalwan Insights fm @suchitasalwan & @LBBIndia given their vantage point into youth / urban consumption.

I often joke that all consumer VCs should invest into LBB given that they see every happening consumer brand before everyone else:-)

@suchitasalwan @LBBIndia Lots more than the above. Worth a read for every consumer founder + funder.

Bye👋🏽.