Where Premium Brands Come To Grow
WHERE PREMIUM BRANDS COME TO GROW
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 […]
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 […]
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 […]
If you’ve been building a premium eCommerce brand for a year or two — or three, or four — and you’re doing all the things you’re supposed to be doing, and growth is still stubbornly, frustratingly flat, I want to offer you a reframe. The problem is almost certainly not your content quality. It’s not […]
There’s a step in the premium buyer’s purchase journey that almost no marketing advice acknowledges — and it happens right in the middle of your sales funnel, in the five minutes between clicking your ad and deciding whether to buy. It’s called the validation search. And once you understand it, you’ll see your entire marketing […]
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 […]
Let’s talk about the week you’re probably having… Petrol prices have hit $2 a litre – and heading higher – thanks to the US-Israel strikes on Iran disrupting global oil supply. Cost-of-living anxiety is back with a vengeance. And Afterpay Day officially kicks off on the 19th, though half the brands on your feed have […]