The dark side of the direct-to-consumer brand experience
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fbucketeer-e05bbc84-baa3-437e-9518-adb32be77984.s3.amazonaws.com%2Fpublic%2Fimages%2F258ee6a1-1178-4c80-aeb1-9f69737dec25_640x415.png)
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…