The Best Kept Secret Brand

How to launch a product that changes how people buy

How to launch a product that changes how people buy – with SunGods founder Camilla Hasloch Knowing how to launch a product is one thing. Launching one that asks customers to change a habit they’ve had for years is another. In episode 340 of The Brand Marketing Show, Catherine sits down with Camilla Hasloch, founder […]
How To Plan SEO Content Your Customers Will Find In AI Search

How To Plan SEO Content Your Customers Will Find In AI Search Is your eCommerce brand’s SEO content plan still a list of keywords? Or is content planning constantly relegated to the ‘I’ll get to it later’ list…? Customers of premium brands have moved on. They’re not searching online the same way anymore… They’re having […]
How To Create Content That Stops The Scroll & Drives Sales For Your Premium Brand

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. […]
The real reason I don’t buy from most brands (& the incredibly simple solution)

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 […]
You don’t get to decide if your brand is premium

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 […]
Why ‘just broaden your appeal’ is a trap for premium brands

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 […]
Why Premium Buyers Don’t Buy From Ads Alone – and What They Do Instead

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 […]
Why Scaling Ad Spend Exposes Your Product Page — And What To Do About It

There’s a pattern that plays out in premium eCommerce businesses with depressing regularity. A founder runs ads. At $50 a day, the ROAS looks decent. Profitable, even. She scales to $200 a day, confident. By the end of the first week, the cost per acquisition has blown out, the ROAS has tanked, and she’s back […]
The Leaky Bucket Problem: Why Your Traffic Isn’t Converting (And What to Do About It)

Let me paint a picture that I see all the time with ecommerce brands. You’re spending money on marketing. Ads, SEO, social media, maybe influencers. You’re driving traffic to your website. And you can see in your analytics that people are visiting. Some of them are even adding things to their cart. But then… they […]
Unlock The 5 Levels of Scaling a Profitable Ecommerce Brand

A few years back, a 13-year-old kid from Oklahoma became the first person to ever beat Tetris. The game launched in 1985. For nearly four decades, reaching the end was considered impossible – a myth. Then Willis Gibson hit level 157, scored 999,999 points, and triggered the “kill screen” where the game simply crashes because […]