The direct-to-consumer playbook at this point is well known: Launch online with one product, expand to physical stores, and stretch into new products and even categories. For Brooklinen, the online-born bedding brand, it's no different. The company, which made about $48 million in revenue last year and says it's on track to be a $100 million company, just experimented with a pop-up store in SoHo last year. It has also expanded to bath wear, with more to come soon. Founder and CEO Rich Fulop said it comes with taking a broader view of the category. He talks about the best marketing channels, building a creative team in-house and more.

In the last year, Athleta, the women's workout wear brand owned by Gap Inc., has taken its creative in-house for its content creation efforts. Athleta CMO Sheila Shekar Pollak discusses the marketing mix for the brand that is on its way to becoming a $1 billion business, the importance of in-store events, omnichannel marketing and more.

There is no lack of success stories in the direct-to-consumer markets. But there are also questions being asked of how long the industry can sustain itself. With a plethora of new brands launched every day, built on VC money with tall growth targets, it's fair to ask if a shakeout is coming. Kevin Lavelle, founder and CEO of Mizzen and Main, a brand that sells men’s performance wear dress shirts, thinks a carnage is it's on the cards. Lavelle talks about building a brand, advertising on platforms versus TV and what’s in the future of the DTC space.

A few months ago, Verizon launched Visible, a new brand that sits within the multi-billion dollar company. Launched invite-only, Visible is a digital-only phone carrier with no stores and e-commerce only service. And the telco brand is taking cues from direct-to-consumer brands. Minjae Ormes, CMO at Visible, discusses Visible’s strategy, the cues the company’s taken from Glossier and its own direct to consumer playbook.

As DTC brands grow up, they begin to look a lot like traditional brands. The challenge then, is differentiation. The solution: better data management. MM. LaFleur, the “bento box” pioneer of women’s workwear is one of those brands that uses data to differentiate itself. LaFleur discusses fighting the downward price push in the e-commerce space, how the bento box came about, diversifying customer acquisition channels and more.

Consultancies are turning into agencies as agencies grapple for a seat at the table. Alicia Hatch, CMO of Deloitte Digital, the $1 billion ad agency that sits within Deloitte, has insight into why consultancies are built for the modern CMO. On this week's episode of Making Marketing, Hatch discussed the pressures on today’s CMO, why Deloitte believes in having skin in the game, and why in-house doesn’t scare her.

Born online direct-to-consumer brands are increasingly turning to traditional physical retail models to find new places for growth. Mike Grillo, CEO at Gravity Products, thinks DTC is just a launch model and not a sustainable business model for the longer term. Grillo discussed the impending DTC shakeout, why it’s important not to depend on Facebook and why TV remains important.

Thirty Madison, the parent company behind men’s hair loss treatment Keeps and migraine treatment company Cove, which just raised a little over $15 million in funding, is using the wellness and health momentum in the DTC industry as it looks to disrupt a giant, $17 billion industry. Steven Gutentag, co-founder of Thirty Madison discussed how the launch and growth model works at the company.

At a time when brands everywhere are turning to digital marketing to connect with customers, American Express is taking a much more human approach. For Rutledge, her motto has always been, 'Customer first,' so it felt natural to try and find a way to incorporate them into their marketing strategy. From customer referral programs to taxi top ads that change based on your neighborhood, she believes that showing your customer that you really understand and want to take care of them is the best way to turn them into authentic brand ambassadors. On this week's episode of Making Marketing, Rutledge joins Digiday's Shareen Pathak to discuss turning your customers into your best marketers, why complicated messaging doesn't work and how fighting fraud strengthens C2B relationships.

For Shiv Singh, most of the industry's current problems come down to trust. That's the focus of the former PepsiCo and Visa marketing executive's new book, co-written with psychologist Rohini Luthra. The book, called "Savvy: Navigating Fake Companies, Fake Leaders and Fake News in the Post-Trust Era," is a deep dive into the business of marketing with a decidedly psychological bent. It focuses on disinformation campaigns in the Facebook era, the rise of fake news and what happens when people lose faith in institutions around them. On this week's episode of Making Marketing, Shareen Pathak sits down with Singh to discuss why brands today lack trust, the difference between brand purpose and brand equity and why he still likes Facebook.