We’ve all heard of Casper, Warby Parker, and Harry’s. They’re not just giant eCommerce brands, they’ve also fundamentally reshaped customer behavior and reinvented outdated business models. The trap of trying to emulate their success, is the assumption that eCommerce has a natural, guaranteed edge over traditional retail. There’s no question, that one of the reasons these brands have been able to make other retailers irrelevant so quickly, is because the greater amount of customer data they collect online means they can more quickly and accurately respond to customer needs. But when we take a closer look at each of these brands, the core lesson we can learn from them is that data and digital marketing are only as effective as a company’s brand. And it’s precisely these brand’s ability to adapt new technology to timeless branding truths that enabled them to breakthrough in such a crowded market. The good news? You can do everything they did right, too. And you can do it today.