Category Archives: Newsletter

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 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”: 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

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

The principles of pragmatic branding ensure that your brand identity contributes to growth instead of weighing it down.More

Where does growth come from? One of two places: new customers or returning customers. Here’s how to harness that knowledge to accelerate your growth.More

Take the “ink blot test for marketers” and learn more about the different factors that determine if an ad is a “winner”.More

If you’re wondering what ROAS targets to set for your ads, you should be asking a different question.More

How to create customer acquisition and retention forecasts based on your annual revenue goals.More

ROAS is a good way to measure changes in performance for a specific ad campaign. Unfortunately, it’s often used for much more than that.More