How to Build a Challenger Brand with Yang Liu, Founder of JustWears
February 8, 2024
In this episode of Ecommerce Marketing 101, we’re joined by Yang Liu, Founder and CEO of materials science company JustWears. Yang explains the journey of JustWears as a challenger brand with environmental and social messaging at its heart.
In this episode of Ecommerce Marketing 101, we’re joined by Yang Liu, Founder and CEO of materials science company JustWears.
We discuss:
- How a conversation with her husband led Yang to founding JustWears
- Why companies need to focus on brand equity to be successful
- What it means to be a challenger brand and how JustWears keeps that at the heart of its business
- How JustWears ingrain social and environmental messaging into the brand
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