By Jacques Spitzer In the realm of marketing wisdom, one quote has stood the test of time: “People don’t want a quarter-inch drill; they want a quarter-inch hole.” This quote, often attributed to a Harvard professor, encapsulates a fundamental concept in consumer behavior—the distinction between a product and its ultimate purpose. However, as we delve […]

By Adam Wagner The Holy Grail…Everyone wants it, very few achieve it and it feels like a myth. I gave it this name very intentionally. Every week I have conversations with brands that are trying to figure out how to use brand marketing to scale their business. Everyone knows that brand is important, but very […]

By Adam Wagner You need awesome margins to make DtC work. I know this is hard to hear for many brands that have either Retail or Amazon as their primary sales channel. Having grown up in DtC, I didn’t realize how many brands have margins in the 40-60% range that are crushing on Amazon and/or […]

By Adam Wagner I mentioned this in an earlier article of this report and wanted to unpack a practical plan for how larger brands with $50M+ media budgets can think about modernizing their media plan without losing the efficient brand awareness that Linear TV offers. THE PROBLEM: Brand awareness has been associated with Linear TV […]

Chubbies was acquired for 9 figures and went through a 10 figure IPO – your classic overnight success that took a decade. As a brand builder, the stat that completely changed my approach to brand building was the 95/5 rule. BTW, I basically did the exact opposite of what the rule says for embarrassingly too […]

The Two Ways to Find Breakthrough Ideas for Your Brand Think about the last time you really wanted something.  Maybe it was a big purchase…  Your next car, or that sweet Weber gas grill… Or maybe a splurge on a nice watch or a piece of jewelry.  I want you to really think… Why did […]

Great news for brands! Two billion users are viewing 1 billion hours of video each day on YouTube, presenting an enormous opportunity for cost-effective and highly targeted video advertising. In 2020 we had the #1 Top Performing Ad of the Year on YouTube and saw first hand how quickly it can grow brands. Now, a […]

Video advertising starts with gaining and keeping viewers’ attention. Remember, without their attention, you have nothing. But even when you have someone hanging on every next word or scene, it takes more to get them to physically respond to your call to action and make a purchase. Before you can expect a conversion, you have […]

Every decision you make is driven by emotion. In the book, “Never Split the Difference: Negotiating As If Your Life Depended On It,” former FBI hostage negotiator Chris Voss explains this concept and how it applies to the psychology of persuasion. Early on, he references a study of people who have damaged the part of […]