Your revenue grew. Your profit didn't. Here's how to get it back.
A premium brand in its second decade raised its ad spend by around sixty per cent. Revenue rose around twenty. Profit fell, and the founder was certain the cause was her advertising. The advertising a...
27 Elo 29min
How to Price Your Premium Brand for Profitable Growth
Your gross margin looks healthy – and it's probably lying to you. In this episode of The Brand Marketing Show, I show you how to price a premium brand for profitable growth, with real numbers from two...
20 Elo 39min
Why "just sell direct" is bad advice for premium brands (and the best advertising you're not paying for)
Your best advertising isn't an ad – it's someone else's shelf. And "just go direct" probably talked you out of it. Everyone is telling premium brands to cut out the middleman and go direct-to-consumer...
13 Elo 33min
Boring doesn't stop the scroll. Here's what does.
If your content doesn't stop the scroll, it's not because your packing-orders Reel lost to a better one. It lost to the four hundred similar versions that came before it, which had already taught her ...
6 Elo 25min
The real reason I don't buy from most brands (& the incredibly simple solution)
I'm the customer premium brands want most – and I recently realised I'd walked straight past one I should have loved, for a whole year, while actively shopping for exactly what they sell. In this epis...
30 Heinä 33min
The marketing mistake that costs more than your ad spend
"If I could just crack Meta, I'd be able to scale." I hear a version of this almost every week – and it's almost always wrong. In this episode of The Brand Marketing Show, I make the case that growing...
22 Heinä 37min
The four things your best customer checks before she'll pay full price
Your best customer runs a quiet background check on your brand before she'll pay full price – and if one thing comes back weak, she doesn't tell you. She just buys the cheaper option, or waits for you...
16 Heinä 27min
