The things that get marketers promoted in a bull market are the same things that get them laid off in a recession.More
Category Archives: Newsletter
How (Almost) Any Brand Can Make Facebook Ads Work
We’re a small brand who grew through SEO. Can we make Facebook ads work, even if we’ve been burned in the past?More
When To Raise Prices
Businesses struggle to determine when to raise prices because they think that the impact of price increases is unpredictable. It’s not.More
AMA: How Do I Launch In A New Market?
Our brand is launching in the US for the first time this summer. What is your recommendation for our marketing mix?More
“Growth” Through Retention (How To Fail At eCom Part 4)
Acquisition is retention fuel; there is no such thing as long term growth through retention. Many disagree, but here’s why they are wrong.More
The Risks Of Brand Repositioning (How To Fail At eCom Pt 3)
Brand repositioning is a high-risk, high-reward strategy. But when brands reposition to solve customer acquisition issues, the result is often disastrous. More
Hot Items & Viral Traffic (How To Fail At eCom Pt 2)
Hot Items are products that “go viral” in some way and drive a dramatic increase in sales. But if you’re not careful, you’ll become a victim of your own success.More
The Flywheel Of Doom (How To Fail At eCom Part 1)
The “flywheel of doom”: when brands use ROAS as their source of truth for media planning, it often becomes harder to sell at full price as time goes on.More
Alex’s Best Practices
Yes, I know this goes against everything this newsletter stands for. But I do have some best practices. Read on to learn what they are.More
Pragmatic Branding
The principles of pragmatic branding ensure that your brand identity contributes to growth instead of weighing it down.More