Where Premium Brands Come To Grow
WHERE PREMIUM BRANDS COME TO GROW
I bought from a brand I’d wanted for months. I’ll never buy from them again. I finally bought from a brand I’d been following for months, and by the time I’d paid I felt slightly worse about myself than when I started. Which is a strange thing to feel about a mascara. This episode is […]
Your revenue grew. Your profit didn’t. Here’s how to get it back. Cath bought from a makeup brand she’d followed for months. Eleven minutes after paying she had four text messages pushing a discount code, and a week later still had no shipping notice. They spent everything acquiring her and nothing keeping her. She’d just […]
How to Price Your Premium Brand for Profitable Growth Your gross margin looks healthy – and it’s probably lying to you. Most brand owners price off gross margin, the flattering headline percentage. But margin only counts what the product cost to make; it hides everything else that stands between a sale and the money you […]
Why “just sell direct” is bad advice for premium brands (and the best advertising you’re not paying for) Your best advertising isn’t an ad. It’s someone else’s shelf – and “just go direct” probably talked you out of it. Everyone is telling premium brands to go direct: cut out the middleman, keep the full margin. […]
Boring doesn’t stop the scroll: how premium brands get seen when everything sounds the same If your content doesn’t stop the scroll, it’s not because your packing-orders Reel lost to a better one. It lost to the four hundred similar versions that came before it, which had already taught her that packing videos contain nothing […]
The real reason I don’t buy from most brands (& the incredibly simple solution) I’m the customer premium brands are trying hardest to reach. I pay full price, I stay loyal, I tell everyone I love. And I recently realised I’d walked straight past a brand I should have adored – for a whole year […]
Your best customer runs a quiet background check on your brand before she’ll pay full price – and if even one thing comes back weak, she doesn’t tell you. She simply buys the cheaper option, or waits for your next discount. In this episode, Catherine Langman walks through the four foundations that decide whether a […]
You can’t put “premium” on a banner and make it true. Premium is a verdict your customer reaches – and in this episode, Catherine unpacks exactly what she’s weighing up before she reaches it. From a toilet paper company that became a gift, to a Salisbury bootmaker whose boots outlive their owners, to the Adelaide […]
This week I had two conversations that looked like complete opposites and turned out to be the same conversation. One founder had spent five hours making a single Reel, only to realise the lifetime return on that effort was a couple of hours of attention at best. Another, far more seasoned, has had a difficult […]
Two cracking weeks, then a sudden dip – and every instinct says the same thing: the ads are broken. In this episode, Catherine walks through what happened when she had exactly that moment, went looking, and found nothing had changed on Meta or Google at all. What had changed was the Reserve Bank. With rates […]