Most D2C brands that have revolutionized various industries are digital first entities, who thrive on the power of their products. They drive sales, and are focussed on ROI per dollar rather than brand building activities, which come later. This may also be a function of the bootstrapped nature of startups. On the other hand traditional brands are high on the branding aspect, and based on the need of the hour, a lot of them are also going D2C. Is there a right way to do this? Should it be branding first or Sales first?