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Letās take a quick look at Deciem. Founded in 2013, itās the umbrella company for a strong collection of science-based skincare brands including The Ordinary and NIOD. It hasnāt always been that way, though ā in the spring of 2022,…
Continue readingDonāt like marketing? I hear you. I (like you, I expect) am a marketer. And yet even I hate marketing ā because so much of the time itās in my face, shouting at me, trying to pull me away from…
Continue readingStorytelling. Marketers tell you itās essential, and writers roll their eyes ā of course itās essential. Stories are life. And yet itās often very hard to get anyone to pin down exactly what storytelling means, or how you do it…
Continue readingItās a common experience, shared by top innovators and entrepreneurs and CEOs in every industry, all the time: that the further they progress in their industry, and the more they learn throughout their professional lives, the more they realise that…
Continue readingI keep hearing people say the same thing in various kinds of conversations, and in all different contexts: āstrange times.āĀ We all hoped the tailend of pandemic restrictions would signal simpler times, but it just hasnāt turned out that way…
Continue readingBack in October 2020, Toby Britton (co-founder and CMO at Miappi) wrote this article for BBJ about the value of advocacy as a brand building tool. I want to revisit advocacy today ā not just as a means to raise…
Continue readingIf youāve made an ad thatās working, youāll be getting plenty of traffic on your landing page. But if that traffic isnāt converting into sales, whatās going wrong?Ā There are two possibilities. The first is that the ad clicks arenāt…
Continue readingWhen you step into a marketing role for a beauty brand, thereās an assumption that you already have all the skills you need to promote that brand, and build it. This is true whether youāre the brand founder and youāre…
Continue readingFriction: the resistance that one object encounters when trying to move another. And if the object is your customer, and theyāre trying to move through your marketing funnel, you donāt really want them to come up against much (or any)…
Continue readingYouāre launching (or scaling) a cosmetics brand. You need a tech stack that can handle everything you need it to do ā from analytics and tracking to payments, content delivery, and everything in between. And you need interoperability between tools…
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