What makes someone choose your brand when the product itself isn’t that different?

In this episode of Ad-venturous, Aves explores the idea that the strongest DTC brands don’t just sell products — they deliver value that lives outside the purchase. From identity and social status to humor and entertainment, that added layer is often what drives deeper loyalty, higher LTV, and real word-of-mouth growth.

Using brands like Liquid Death and Rhode as examples, this episode breaks down how successful companies build meaning around what they sell, and why understanding that value is key to building an omnipresent brand.

You’ll learn:

• Why people often buy the brand, not the product
• The two most common forms of brand value: social status vs. entertainment
• How humor can outperform aspiration in ad creative
• Why brands that understand their role in a customer’s identity see stronger retention
• How this work translates into performance, especially in Q4

00:00 — Why brands need value beyond the product

02:00 — The “omnipresent brand” era and identity-driven buying

04:30 — Liquid Death: selling identity, not water

08:30 — Rhode: scarcity, momentum, and brand demand

15:00 — Status vs entertainment as brand value drivers

20:30 — How brand value impacts LTV, retention, and word of mouth

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