
Community-owned brands will disrupt traditional, influencer-owned or purely venture-backed D2C brands.

Grateful Giraffe members are the beta testers, quality assurance network, marketers, customer service agents, content creators, brand ambassadors, researchers, co-producers, and co-owners of the Grateful Labs’ brand portfolio.

Founders & investors that own 50% of a brand portfolio with 50% owned by the community will have more equity value than a brand portfolio where founders & investors own 80-100% and the community owns 20%, or more commonly, 0%.

Community-owned brands incorporate all four defensibilities (network effects, brand loyalty, economies of scale, high substitution costs) creating a superior moat and higher margins.