Where Premium Brands Come To Grow
WHERE PREMIUM BRANDS COME TO GROW
How to plan Q4 for a premium eCommerce brand (without discounting your profit away) 6 steps to a profitable Q4, and only 1 of them is Black Friday Q4 and the Black Friday promo period is fast approaching, and if you’re a savvy premium brand, your planning is well and truly underway. But if your […]
How To Create Content That Stops The Scroll & Drives Sales For Your Premium Brand Is your brand’s content actually making you money? For most eCommerce founders, the honest answer is no. They’re making plenty of content, or paying someone else to, but almost all of it is used once and gone within a day. […]
How to plan an ecommerce promotional calendar for steady, profitable growth It’s the third week of November, it’s half past nine at night, and you’re still at the laptop with forty rows of campaign build in front of you and a thought you’re not saying out loud: I don’t know if this is going to […]
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 […]
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 […]
The marketing mistake that costs more than your ad spend “If I could just crack Meta, I’d be able to scale.” It’s one of the most common things I hear from brand owners – and it’s almost always wrong. In this episode, I make the case that the reason so many premium brands feel stuck […]
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 […]
Almost every brand discounts, and most discount more than they did a year ago. But new data from Klaviyo and ProfitPeak, covering thousands of brands across Australia, New Zealand and beyond, reveals an uncomfortable truth: the brands discounting hardest grow the least and profit the least. And for premium, considered brands, the damage runs deeper […]
Catherine spent two weeks being her own ideal customer – shopping the end-of-financial-year sales for a frying pan, a kombucha kit, a yoghurt kit and linen pyjamas – and turned it into a live case study of how premium buyers actually shop in 2026. She clicked plenty of Meta ads, and not one of them […]
This week, four conversations with four premium brand founders all rhymed – and they all traced back to the same piece of advice from a big group coaching program: chase the angle with the most mass appeal. In this episode, Catherine unpacks why mass appeal is a trap for premium brands – how the broadest […]