The 9 Myths of Branding

We’ve all heard of Casper, Warby Parker, and Harry’s. They’re not just giant eCommerce brands, they’ve also fundamentally reshaped customer behavior and reinvented outdated business models. The trap of trying to emulate their success, is the assumption that eCommerce has a natural, guaranteed edge over traditional retail. There’s no question, that one of the reasons… View Article

If you’ve been in eCommerce for longer than a week, you’ve come across the term “brand purpose.” Unfortunately, it’s discussed so vaguely and is so overused, that it’s not much more than a buzzword. Same goes for another term often found in the same sentence: “authenticity.” But in order to build a dominant eCommerce brand,… View Article

In today’s episode, I present a case study of how NASCAR is using content marketing to renew their brand, and attract new fans. Although they’re not an eCommerce brand, their genuinely innovative content campaign offers many lessons for entrepreneurs. As long as you have done the work of defining your brand, there’s nothing NASCAR has… View Article

Your brand’s name is one of your most important and valuable assets, but only if it’s meaningful to your core audience. Brand names have a long list of jobs to do, from educating customers about what your brand does, to who the brand serves, what you value, and your brand purpose. The challenge of choosing… View Article