Where Premium Brands Come To Grow
WHERE PREMIUM BRANDS COME TO GROW
I bought from a brand I’d wanted for months. I’ll never buy from them again. I finally bought from a brand I’d been following for months, and by the time I’d paid I felt slightly worse about myself than when I started. Which is a strange thing to feel about a mascara. This episode is […]
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 […]
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 […]
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 […]
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 […]
Facebook Ads Not Converting? The 2026 Diagnostic for Premium eCommerce Brands Hands up if your Facebook ads have stopped converting and you’re quietly losing your mind… Look, using Facebook ads has been a tried-and-true growth lever for eCommerce brands for years now. But it’s never without issues along the way. I often joke that a […]
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 […]
There’s been a fundamental shift in how premium brands need to think about visibility, authority, and customer connection online. Thanks to AI, it’s become a LOT harder to show up in organic search. Meaning, even being discovered as a brand has become almost impossible, let alone actually generating clicks to your website (or purchases!) Which […]
Want to see what happens when you stop wasting money on marketing to the wrong customers? Tthis episode breaks down what actually works (and how you can do it too!)