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
What is eCommerce Merchandising And Why Does It Matter?
eCommerce Merchandising has always been about bridging the gap between customer preferences and what you’re selling. More
Work With Me
If you like what you’ve read on this website and you want to make your marketing more effective, you should hire me.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
What Makes A Brand Successful?
What makes a brand successful? It depends on who you ask…and who is holding the purse strings.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