Food for thought (literally) from The Brand Report: Huckberry Built a TV Network Inside a Clothing Company. It’s Working. “A clothing company made a show (DIRT) that people voluntarily watch on their televisions, talk about with their friends, and seek out the way they’d seek out a new season of something on Netflix. And it’s not a niche phenomenon. Huckerry’s YouTube channel has grown from 10,000 subscribers to over 125,000. Individual DIRT episodes regularly pull 100,000 to 600,000 views, with the most popular–a trip to a North Atlantic surf oasis–crossing 2 million. These are 20- to 30-minute episodes, not 60-second reels. The commercial payoff is just as striking. Customers who engage with Huckberry’s content have a lifetime value 3.5 times higher than those who arrive through a paid ad or affiliate link. That’s not a brand awareness number. That’s a business model.”