GEMS: Suing the NYC Subway (& Winning!) with Dame founder Alexandra Fine
Episode
3 min
Read time
2 min
Topics
Startups
AI-Generated Summary
Key Takeaways
- ✓Lawsuit as marketing: Dame spent $300,000 suing the MTA after ad rejection, treating it as a marketing campaign that generated brand equity and earned media through a sticky, shareable story.
- ✓Investor management: Fine faced investor skepticism about the lawsuit being a distraction and money drain, but mitigated concerns by limiting her time involvement to critical decisions and integrating the narrative into Dame's brand story.
- ✓Strategic litigation criteria: The lawsuit aligned with business goals by enabling advertising access, creating potential for earned media coverage, and advancing conversations around gender equity in advertising for sexual wellness brands.
What It Covers
Dame founder Alexandra Fine sued New York's MTA for rejecting their ads while allowing other sexually oriented businesses, spending $300,000 on the lawsuit and winning.
Key Questions Answered
- •Lawsuit as marketing: Dame spent $300,000 suing the MTA after ad rejection, treating it as a marketing campaign that generated brand equity and earned media through a sticky, shareable story.
- •Investor management: Fine faced investor skepticism about the lawsuit being a distraction and money drain, but mitigated concerns by limiting her time involvement to critical decisions and integrating the narrative into Dame's brand story.
- •Strategic litigation criteria: The lawsuit aligned with business goals by enabling advertising access, creating potential for earned media coverage, and advancing conversations around gender equity in advertising for sexual wellness brands.
Notable Moment
Fine acknowledges spending investor money on litigation felt uncomfortable initially, requiring reflection on whether suing aligned with growing Dame before committing to the legal strategy.
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