External Media Coverage
This episode is produced and published by Harvard Business School / HBR Presents. Wootomatic hosts this embedded stream for educational and commentary purposes.
Cold Call (Harvard Business School)27 minAugust 4, 2020
Glossier Built a Cult Brand and a Digital Community, but What's Next?
Hosted by Brian Kenny / Harvard Business Review
Cold Call (Harvard Business School) — Player
Glossier Built a Cult Brand and a Digital Community, but What's Next?
Episode Summary
The digital-first, direct-to-consumer beauty brand Glossier considers marketing strategies that move away from organic community support and toward influencer marketing and paid media. Harvard Business School professor Jill Avery discusses the debate in her case, “Glossier: Co-Creating a Cult Brand with a Digital Community.”
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