Can a rent rewards company become a lifestyle brand?
That’s the bet at Bilt. CMO Zoe Oz told Business Insider she’s putting more behind merch, live events, and entertainment because traditional advertising is losing its power. The catch is that these efforts are much harder to measure than paid ads.
Bilt’s recent moves include a vintage-inspired apparel line, a New York pop-up, a social media sitcom, and a second cafe on the way. Oz says live experiences are inefficient and hard to scale, but she calls them far more effective than how Bilt used to spend its money.
Matt Powell, CEO of Spelling Communications client Moroch, gave Business Insider the outside view. He pointed to Red Bull and Soho House as brands that have made this jump, then raised the bigger question for Bilt: “Do they have the staying power to build this long term?”
He also wondered whether the approach will still work as Bilt reaches homebuyers. It’s a fair test for any brand chasing love over clicks.
