The dark side of the direct-to-consumer brand experience

This piece first appeared in Lean Luxe, and was expertly edited by M. Paul Munford

Earlier this summer, I was part of a Northside Festival panel with Jen Rubio, co-founder of the luggage brand Away. In our talk about modern brand building, she recounted a story about a customer who fell in love with Away after the company fixed this person’s broken suitc…