Businesses struggle to determine when to raise prices because they think that the impact of price increases is unpredictable. It’s not.More
Category Archives: Newsletter
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
The principles of pragmatic branding ensure that your brand identity contributes to growth instead of weighing it down.More
Where Does Growth Come From?
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
Which Ad Is Better?
Take the “ink blot test for marketers” and learn more about the different factors that determine if an ad is a “winner”.More