Brand Messaging

In 2018, Katelyn Bourgoin, a well-known expert on customer research and product messaging for DTC brands, discovered something most startup founders don’t want to admit: they’re building for a customer they can’t define. They thought they had a “messaging” problem. But what they really had was a “no clear customer” problem. And without clarity, nothing […]

Ben Francis was sewing gym clothes in his parents’ garage, and almost nobody noticed. No investors. No celebrity endorsements. No viral launch party. Just a few teenagers hand-making workout gear and trying to get anyone to care. But Gymshark had something even more powerful than funding: they made early customers feel like they were part

Content doesn’t build loyalty. Emotional manipulation does. And if you’re not doing it, you’re already being forgotten. Most people think creating more posts, videos, and emails will grow their brand. But volume without emotional impact is just noise – and the human brain is wired to ignore noise. The brands you can’t forget are the

What if the only thing standing between your store and a 30% revenue boost was one sentence? You’re closer than you think. Most brands obsess over ads, influencers, and flashy redesigns – but they ignore the tiny, powerful moment where buyers decide to act. Experts like Peep Laja, Talia Wolf, and Neil Patel have proven

What makes someone trust a product they’ve never touched or seen in real life? It’s not the aesthetic. It’s not the influencer shoutout. And it’s definitely not the five-star reviews people assume are fake. Trust is built through writing. Every word on your product page is either building credibility – or killing it. If you

In a sea of shirtless influencers and noise, one man lifts a Liquid Death can like a trophy. He’s not hydrating. He’s broadcasting. This isn’t just water – it’s rebellion in a can. Legacy brands still think people buy products. Cult brands know people buy identity. Until legacy companies understand this, they’ll keep shouting louder…

If your customers see your brand as “nice to have,” you’ve already lost. Recessions don’t kill great products – they expose weak messaging. It’s not about discounting your prices or spamming promotions. It’s about positioning your brand as emotionally essential. Because in downturns, people don’t stop spending – they just spend more intentionally. And intentional

Every day, DTC brands are unknowingly flushing millions down the drain – all because they don’t understand one simple truth about human psychology. Most think “VIP treatment” starts with better packaging or faster shipping. In reality, it starts with how you make customers feel before they ever click “buy.” Words like “exclusive,” “invite-only,” and “members-only”

Why do so many online brands die before they ever reach their third year? Most founders blame their failure on bad luck. Most blame the market. Most blame their competitors. But the brutal truth is simpler: they failed to make people care. Every year, thousands of stores open their digital doors – only to quietly

Ever feel like your best product photos and discount offers still get ignored? You spend hours tweaking creative… only to watch people scroll right past. No clicks. No adds-to-cart. No chance. Why? Is it the image?The offer?The first 3 words? What actually makes someone stop scrolling… and pay attention to your ad? Most ecommerce brands