Aug 27, 2026
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 accounted for one seventh of the decline. The other six sevenths came from her free revenue base — organic, direct,...
Aug 20, 2026
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 brands (including Babiators). Why gross margin is the wrong number to price against, and what contribution per...
Aug 13, 2026
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. In this episode of The Brand Marketing Show, I make the case for the channel most premium brands undervalue: why the...
Aug 6, 2026
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 that packing videos contain nothing new.
When content lands flat, the instinct is to assume it wasn't good enough,...