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Stance, which started as a sock brand and has since evolved to include T-shirts and men’s underwear, launched in 2009. But it took until the summer of 2018, almost an entire decade into the company’s life, for the brand to launch its first official campaign.
Candy Harris, Stance’s CMO, told Adweek that the company’s marketing strategy was centered around word-of-mouth communication for a long time. It helped Stance reach a more niche customer and allowed outlets like its social channels to flourish.
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