Episode 19: Brand Loyalty Meets Shareholder Value

Integrating Marketing and Investor Relations: The Insumer Model Explained

In this episode of Old Men New Money, Douglas Borthwick delves into the convergence of marketing and investor relations departments through the insumer model. Traditionally, these two business functions operate in isolation, but when combined, they create unique competitive advantages. The insumer model transforms customer loyalty into an investment thesis and integrates brand loyalty with equity appreciation. Real-world examples, such as Blue Mountain Coffee, demonstrate how businesses can benefit from this integrated approach by converting emotional ownership into financial ownership. The episode also discusses practical steps for implementing the insumer model, including customer acquisition, capital raising, measuring ROI, and maintaining privacy. With references to extensive market research and successful case studies, Borthwick provides a comprehensive guide for consumer-facing companies to align customer loyalty with shareholder value.

00:00 Introduction to Insumer Model

00:57 The 30-Second Version

02:16 Real-World Examples

02:51 Marketing and Investor Relations Integration

04:32 Implementing the Insumer Model

11:15 Privacy Concerns and Solutions

12:59 Case Study: Treasure Experience

15:06 Metrics That Matter

16:47 Action Steps for Businesses

18:01 Conclusion and Next Steps

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