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
Pragmatic Branding
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
How To Increase Email Revenue: A New Framework
There’s a better way to increase email revenue. You need a strategy that works today and increases your future email sales potential.More
The Difference Between A Brand And Product Channel Fit
Not every “brand” is really a brand. Some are simply products that have achieved product channel fit. Here is how to distinguish the two.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