How to plan an ecommerce promotional calendar for steady, profitable growth
A 40% discount on a 50% margin product doesn't cost you 40% of your profit. It costs you 80%. In this episode of The Brand Marketing Show, Catherine Langman walks through the arithmetic almost nobody ...
10 Sep 37min
I bought from a brand I'd wanted for months. I'll never buy from them again.
I finally bought from a brand I'd been following for months, and by the time I'd paid I felt slightly worse about myself than when I started. This episode is about why. Every website contains a predic...
3 Sep 38min
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 Aug 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 Aug 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 Aug 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 Aug 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 Jul 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 Jul 37min
