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 talking about the psychology of how premium buyers actually discover and validate brands — including a story that will be very familiar to a lot of innovative founders who’ve seen their work copied by a cheaper competitor.

In this episode

  • The validation search — what premium buyers do in the five minutes between seeing your ad and deciding whether to buy
  • Why the Kmart dupe buyer and the premium buyer are completely different customers — and why that reframe is genuinely good news for your brand
  • The buyer personality type that struggles most with premium pricing (and how to recognise if it’s you)
  • Why the search landscape has shifted in the last two years and why premium brands have a structural advantage in it
  • A three-question brand audit you can run on your own brand today: the AI visibility test, the social search test, and the external presence test

 

Mentioned in this episode


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