How to Build a Challenger Brand with Yang Liu, Founder of JustWears

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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