Where Premium Brands Come To Grow
WHERE PREMIUM BRANDS COME TO GROW
In early March 2026, Meta restructured its entire attribution model – and the change has disproportionately punished premium ecommerce brands because of the way considered buyers actually shop. In this episode, Catherine unpacks what happened, why premium brands got hit hardest, and the strategic foundation shift that lets premium brands stop chasing platform updates and […]
You started this business for two reasons – meaningful work, and more freedom over your time. Somewhere in year two or three, that deal stopped working. You’re working harder than you did at your old job, for less money, with less time on the parts of the business you actually love. Drowning in marketing decisions […]
Marketing is the hat that doesn’t come off. If you’re running a premium eCommerce brand and you’ve been quietly burning out – not from the hours but from the cognitive weight – this episode is for you. We explore three structural properties that make the marketing function qualitatively different from every other hat a founder […]
If you’ve worked with ads agencies before, you’ve probably clocked something most of them won’t say out loud: Meta and Google weren’t built for premium brands. They were built for the masses. The optimisation algorithms, the campaign structures, the bidding logic – every bit of it is engineered around volume. Which means when you run […]
Everyone in Australian retail right now is having one of two conversations: “it’s quiet” or “what sale should we run next?” Our clients are having neither. They’re up year-on-year, they’re not heavily discounting, and they’re not throwing more money at ads. This episode unpacks exactly why – and what the brands who are quietly winning […]
ChatGPT Just Became a Shop. Is Your Brand Actually in It? Shopify just put your products in front of 880 million ChatGPT users. Here’s why most of them still won’t find you. Three weeks ago, every eligible Shopify store became discoverable inside ChatGPT by default. No app, no setup, no ad budget required. Your products […]
Why Temu’s Growth Is Good News for Premium eCommerce Brands Something interesting happened at the REED Gift Fair in Sydney back in February. An Australian representative of Temu — yes, that Temu — was doing the rounds of exhibitor stalls, pitching premium brand founders on the idea of listing their products on the platform. […]
If you’re running paid ads for a premium eCommerce brand and your ROAS isn’t scaling the way it should — or you’ve been posting consistently for years and growth is still flat — there’s a very good chance the problem isn’t where you’re looking for it. In this episode of The Brand Marketing Show, I’m […]
If your eCommerce marketing used to work brilliantly and lately it’s feeling like you’re pushing harder for smaller returns — you’re not imagining it. The landscape has genuinely changed. And the instinctive responses most brand owners reach for when results decline are almost always the ones that make things worse. In this episode, Catherine Langman […]
A premium eCommerce brand. $4,000 a month in Meta ads. Conversion rate: 0.9%. They’d tried everything on the ads side. New creative. New audiences. New campaign structure. A new agency. Then another one. Each change produced modest improvement and fresh disappointment in roughly equal measure. Their Meta Marketing Pro had recommended increasing spend and enabling […]