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Brand Positioning Breakdown: HIGHR Tees & The Pitfalls Of Entering A Big, Proven Market Two things inspired this topic: A series of viral TikToks that contend "your business idea doesn't have to be groundbreaking to work" A thread on X from a brand founder who bought Facebook Ads For Fashion Brands and then proceeded to live tweet the results #2 basically disproves the thesis of #1–there are some founders who make brand positioning look easy, but in practice...it's complicated. If your...
Broad vs Deep Scaling On Meta: What To Do After You've Found A Winning Ad When I audit ad accounts, one of the most frequent growth blockers I find is a lack of creative diversity. This issue has many manifestations. The key to working through it is understanding a concept I call “broad vs deep scaling”. Before we get into it, I want to thank this week's sponsor: Layers. Layers is the first search & merchandising platform built exclusively for Shopify Plus. Faster, smarter, and more capable...
5 Things Every Brand Should Do In 2026 Welcome to 2026! I don’t usually advocate for “best practices”, but here are five things I think every fashion brand should do this year. Before we get into it, I want to thank this week's sponsor: Layers. Layers is the first search & merchandising platform built exclusively for Shopify Plus. Faster, smarter, and more capable than the legacy tools, for a fraction of the price. #1 Analyze Your Repeat Rate What is repeat rate? The percent of new customers...