Brand equity matters, but that doesn’t necessarily mean that it’s top of mind for every company or consumer. So, as a DTC leader, how much energy should you put towards creating it? In this week’s episode of Commerce Chefs, Tom and Kyle chat with three experts that have built incredible brands by building long-lasting relationships with their customers. Meet Aaron Powell, the customer-service obsessed Founder of Bunch Bikes and a successfully funded Shark Tank superstar, and Steve Miller, the VP and Executive Creative Director at Fuse Create who's worked with iconic brands like Air Miles, Hilton, and Canadian Tire. Plus, welcome back Matt Taylor, Director of Consumer Insights at Jamieson Vitamins who you may remember from episode 07, “Resurrecting Retail.” They discuss the importance of brand equity, the recipe you need to successfully create it, and how providing magic to your customers will always generate ROI.