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 Get full access to Bitcoin, Blockchain and Tokenization at oldmennewmoney.substack.com/subscribe
