Brand Strategy

Alex Back reveals how his team at Couch influences AI search results within 48 hours by creating expert video content that informs large language models. Through systematic content creation starting with video, strategic publishing across YouTube and blogs, and careful measurement of LLM citations, brands can build authority in AI search without massive budgets—just expertise, consistency, and willingness to adapt to the new rules of digital marketing.

What if the secret to Black Friday success isn't just about discounts, but about building relationships that last? Matt Edmundson reveals a simple framework that transforms one-time buyers into lifetime customers through strategic knowledge and trust building.

Marketing expert George Bryant challenges conventional wisdom by arguing that chasing profit instead of purpose is the biggest mistake entrepreneurs make. Through his experience scaling companies like Vital Proteins and Onnit, he demonstrates how authentic, values-driven businesses create unshakeable customer relationships that transcend transactional competition.

Millie Flemington-Clare shares her Dragons' Den journey and the reality of building Human Beauty, an accessible makeup brand for people with disabilities. The episode reveals valuable lessons about customer service challenges, managing rapid growth, and building a mission-driven brand in the competitive beauty industry.

Gareth Everard of Rockwell Razors shares his contrarian approach to ecommerce, including deliberately avoiding subscription models and focusing on authentic customer relationships instead. He reveals his four-lever framework for business optimization and explains why building community is essential for sustainable ecommerce growth in an era of rising advertising costs.

Tony Conte reveals why there's no marketing silver bullet in ecommerce, emphasizing that successful brands must master multiple channels while prioritizing customer experience over short-term wins. The conversation covers practical strategies for content marketing, brand differentiation, and emerging opportunities like live commerce that help smaller brands compete against giants like Amazon.

Former homicide detective Dan Nikas reveals how to create personalised email marketing that cuts through AI-generated noise. By investigating customer behaviour, such as solving a case, focusing on one message per email, and extending conversations based on actual buying timelines (not arbitrary rules), brands can drive 20-30% of their revenue through email while building loyal tribes of customers who become their biggest advocates.

Friedrich Schwandt, founder of Statista and ECDB, joins Matt Edmundson to discuss leveraging ecommerce data for business success. They explore the power of numbers in decision-making, the challenges of international expansion post-Brexit, and surprising trends in the ecommerce landscape. Friedrich shares insights on data collection methods, the rise of social shopping in China, and the unexpected performance of platforms like Shein and Temu. The conversation delves into the importance of brand building, customer retention, and profitability in the evolving ecommerce sector. Friedrich challenges conventional growth strategies, emphasizing the need for businesses to rethink their approach in light of changing market dynamics and the increasing importance of sustainable profitability

In this episode of the Ecommerce Podcast, host Matt Edmundson engages with Josh Piepmeier, founder and CEO of Meriwether, to explore the intricacies of SEO in the ecommerce sector. Josh shares insights into the importance of prioritising revenue over mere traffic, offering a unique perspective shaped by his background in direct response copywriting. The discussion delves into the evolving landscape of SEO, highlighting the significance of brand voice and opinion in content creation. Josh emphasises the need for ecommerce businesses to develop SEO strategies that focus on qualified traffic and revenue generation. The conversation also touches on the role of AI in content creation and the importance of maintaining a human touch. Listeners are encouraged to rethink their approach to SEO, considering both technical optimisation and engaging, opinionated content to enhance their online presence and drive conversions.

n this episode of the Ecommerce Podcast, host Matt Edmundson engages with Dan Brownsher, President and Co-Founder of Channel Key, a full-service Amazon agency. Broadcasting from Las Vegas, Dan shares his journey from running a product-based business to leading an agency that manages sophisticated Amazon strategies for major brands. The discussion delves into the complexities of selling on Amazon, highlighting the importance of building a brand beyond the platform to avoid commoditisation. Dan offers insights into the competitive nature of Amazon, the necessity of having substantial resources, and the potential of the supplement market. He also touches on strategies for leveraging Amazon as a customer acquisition channel while maintaining brand integrity. This episode is a must-listen for anyone navigating the evolving world of Amazon e-commerce.

In this episode of the eCommerce Podcast, host Matt Edmundson interviews Laura Richard from Level 5 Strategy about the importance of customer experience and how it can drive business success.

The cookieless future isn't a crisis—it's a return to fundamental marketing principles that successful brands used for decades. Jeff Greenfield reveals why shifting focus from clicks to impressions, embracing delayed attribution effects, and building broad awareness campaigns will help eCommerce businesses thrive when third-party cookies disappear. Learn practical steps for implementing old-school marketing wisdom in the digital age.

Ben Leonard challenges the toxic side hustle culture in eCommerce by distinguishing between "just selling stuff" online and building genuine brands. Drawing from his experience scaling Beast Gear to £6 million annual revenue and achieving organic endorsements from Liverpool FC and MMA fighters, Ben reveals why brand building has become essential for competitive advantage. His Value Pyramid framework demonstrates how brand foundation drives sustainable growth, reduces risk, and creates the customer loyalty that makes businesses genuinely valuable to potential buyers.

Most eCommerce entrepreneurs focus on product selection, but Dr. Travis Zigler reveals why problem-focused businesses outperform every time. Learn his strategy for generating leads at 6 pence per click, building multiple seven-figure brands, and creating sustainable competitive advantages. Travis shares the exact framework that transformed his dry eye products company into a multi-million-pound acquisition, plus practical steps for implementing problem-first thinking in any business context.

Discover why 95% of brand decisions happen unconsciously and how eCommerce brands can master the art of being distinctive rather than just different. Staeven Frey reveals the brand science methodology behind memorable customer connections, explaining how distinctive brand assets across five sensory categories create lasting recognition whilst maintaining category credibility. Learn the systematic approach Fortune 500 companies use to build brand authority pyramids and why traditional positioning strategies fail in our System 1 thinking world.

Most eCommerce websites fail because they're created without strategic planning and treated as one-time projects rather than ongoing sales optimisation tools. Diana Simpson reveals why the "build it and forget it" mentality kills conversions and shares her framework for creating websites that systematically guide visitors towards purchase decisions. Learn how strategic niching, hero section optimisation, and email integration transform underperforming sites into revenue-generating machines that build lasting customer relationships.

Discover how Disney's legendary customer experience principles can transform your eCommerce business through four actionable strategies. Learn about "line attainment" for managing customer waiting periods, systematic touchpoint mapping for friction reduction, crystal-clear USP development, and treating every customer as a micro-influencer. Matt Edmundson and Sadaf Beynon share practical lessons from Vance Morris's Disney workshop that their team implemented with lasting results.

Most eCommerce brands operate with just 5 brand assets when they need 30-50 to be truly memorable. Stæven Frey reveals the Brand Science™ framework that explains why customers forget most brands immediately after purchase. Discover how memory formation actually works, why distinctiveness beats being different, and the systematic approach for building brand assets that make customers think of you first when they're ready to buy.

Most e-commerce brands treat customers as numbers in analytics dashboards, missing the fundamental truth that behind every website visit is an individual human being. Monica Sharma-Patnekar's 4D Framework transforms customer understanding through genuine conversations rather than cold data, revealing the desires and stories that drive purchasing decisions. By implementing systematic customer interviews and treating insights as strategic business intelligence rather than customer service tasks, brands build sustainable loyalty that compounds over time whilst rediscovering the joy in business building.

Sebastian Herz reveals how global sourcing strategies can save eCommerce businesses millions whilst building premium brands. Learn his proven framework for finding quality suppliers worldwide, escaping the China-only trap, and avoiding the race to the bottom through strategic product differentiation and niche targeting that commands higher prices.

The eCommerce M&A landscape has shifted dramatically from a seller's market to a buyer's market, with multiples dropping from 5-7X to 3-4X as aggregators realise the operational complexity of running online businesses. Ben Leonard reveals why brand building has become the foundation of sellable value, replacing the previous cash arbitrage model with genuine CPG-style business evaluation that rewards sustainable competitive advantages over quick profits.

Discover how plain text emails outperform fancy HTML designs by building genuine relationships instead of screaming "advertisement." Christian Simovic reveals why daily emails work when done right, how taking controversial positions builds loyal tribes, and why spell check might be hurting your profits. Learn the psychology behind emails that generate responses like "I can't agree enough with your take" and transform casual subscribers into customers who actively want to hear from you.

Can perceived value really transform a £16 knife into a £224 bestseller? Norm Farrar reveals the framework behind his most dramatic eCommerce transformations, including how repositioning toenail fungus remover as a beauty product generated £124,000 monthly sales. Discover the systematic approach to customer experience design that commands premium prices without changing the underlying product—proving perceived value isn't American hype, it's profitable psychology.

Discover how to join the creator economy by doing what you love rather than chasing algorithms. Tomer Hen, Forbes 30 Under 30 entrepreneur, reveals why authenticity and consistency beat viral tactics, how to build your own brand instead of relying on partnerships, and why understanding who you serve matters more than what you sell. Learn the community-first approach that transforms content creators into successful brand owners

Most eCommerce businesses don't actually know their products' environmental impact—and neither do their customers. Austin Simms reveals how Day Rize transforms sustainability measurement from a three-month, £50,000 process into minutes at £25 per product. Discover why transparency beats marketing claims, how five-dimensional scoring provides actionable insights, and why small businesses can use sustainability as a genuine differentiator against corporate giants. With only 28% of consumers trusting business sustainability claims, verified transparency becomes the ultimate competitive advantage.

Discover how Omar Zenhom transformed spectacular failures into building WebinarNinja, a platform serving over a million users. Learn why he closed a profitable eCommerce business, how pre-selling validated WebinarNinja before building, and why teaching is the new selling for eCommerce stores. Omar reveals the frameworks that separate entrepreneurs who thrive from those who merely survive, including when to persist and when to walk away from businesses that don't serve you.

Discover how to find your remarkability and create competitive advantage against larger competitors like Amazon. Rich Brooks, founder of Flyte New Media with nearly 30 years' experience, reveals his four-lens formula: Find what's already remarkable about your business, Focus on narrower audiences for deeper expertise, Fashion new offerings aligned with your values, and Frame what you do from fresh perspectives. Learn why specialists earn more than generalists, how saying no to customers strengthens your business, and practical ways to implement remarkability across your eCommerce operation.

Discover how eCommerce brands can leverage YouTube's discovery platform to build authority and drive sales through strategic video content. Former basketball player Augie Johnston reveals why it's not too late to start, how to create compelling content with just an iPhone, and the algorithm secrets that determine which videos YouTube promotes. Learn the two-path strategy for eCommerce YouTube success, common pitfalls to avoid, and why consistency matters more than equipment quality.

Discover how Amazon sellers can build thriving independent brands whilst reducing platform dependency. Lauren Gonzalez reveals why relying solely on Amazon creates unsustainable risk and shares her proven framework for transitioning to brand independence. Learn how to uncover your business purpose, understand your actual customers, leverage values for differentiation, and implement content strategies that build loyal audiences. From mood boards to influencer partnerships, this comprehensive guide provides actionable steps for creating a brand that stands strong beyond any single platform.

Discover how the British military's strategic framework for modern warfare can transform your eCommerce business growth. Stuart Leo reveals seven questions that create clarity, alignment, and focus—helping Digital Davids compete against corporate Goliaths. Learn why complexity is killing your strategy, how purpose differs from vision, and why the art of leadership is learning to say no. With practical examples from Facebook to specialist tool shops, this framework turns strategic thinking into actionable results.

Discover how to dominate Amazon through strategic branding rather than price wars. Drew Morgans reveals his five-step framework used by 250+ brands to maintain #1 bestseller positions whilst charging double competitors' prices. Learn why Brand Registry unlocks premium positioning, how to create Amazon-specific content that converts, and why exceptional customer service becomes your competitive advantage. Essential insights for UK and European sellers entering Amazon's next growth phase.

Discover how Ben Leonard scaled Beast Gear from a laptop in a cupboard to a seven-figure exit in just three years. Learn his framework for building sellable eCommerce businesses, from the "point of peak romance" timing strategy to reverse engineering your exit. Explore why proper preparation, professional guidance, and competitive processes can add millions to your exit value—and why the best time to think about selling is the day you start building.

Discover why your logo isn't your brand and what actually matters when building an eCommerce business from scratch. Josh Catchpole, graphic designer at Aurion Digital, reveals why branding is personality rather than visuals, how to define values that translate into design, and why consistency matters more than perfection. Learn the mood board method for non-designers, how to understand your customers deeply enough to brand for them rather than yourself, and what to look for when hiring a designer. From kitchen table startups to major rebrands, get practical frameworks for building brands that customers actually remember.

Discover how personal touches create competitive advantages that scale from startup to growth. Chloe Thomas reveals affordable tactics including unexpected free gifts, handwritten notes, creative packaging stamps, and between-orders postcards that cost under £20 to implement. Whilst Amazon optimises for efficiency, smaller eCommerce businesses can win through genuine customer connection—building loyalty one delighted customer at a time without breaking the budget

Discover why building your brand before your product is the secret to eCommerce success. Maureen Mwangi, brand strategist behind L'Oréal and Dove, reveals how to shift from product-first to brand-first thinking, build community before launching, and master the numbers that separate scaling businesses from those that plateau. Learn the three-month validation framework that compresses corporate timelines into actionable steps for entrepreneurs.

Discover how independent eCommerce retailers can compete with Amazon through strategic distribution and authentic mission-driven branding. Jeremy Bodenhamer reveals the six pillars of distribution excellence—packaging, shipping, operations workers, warehousing, data, and robotics—where small businesses can outmanoeuvre giants. Learn why Amazon cannot compete with your authenticity, how to start small whilst building systematically, and practical strategies for beating the world's largest retailer at its own game.

Discover how to convince customers to buy from you instead of your competition without complicated strategies or massive budgets. Jessica Totillo reveals why being authentically yourself is your greatest competitive advantage, how to identify what actually matters to your customers, and practical tactics including video, photography, and storytelling that help small eCommerce businesses outperform larger competitors by embracing rather than hiding their size.

Discover how social selling transforms businesses by replacing cold calling and advertising with authentic relationship-building. Tim Hughes reveals his three-pillar framework—personal brand, network, and content—that built DLA Ignite without traditional marketing. Learn why BMW UK generated 120 qualified leads through LinkedIn content alone, how one LinkedIn title closed business deals, and practical steps to implement social selling in just 30 minutes daily. People buy from people; this is how you become the person they want to buy from.

Personal brand equity determines business opportunities more than most eCommerce founders realise. Ian Moyse reveals seven strategic steps for building powerful personal brands without living on social media—from scientifically testing profile photographs to leveraging £5 freelancers for professional content. Discover how authentic relationship building, strategic platform selection, and consistent micro-efforts compound into global recognition, speaking opportunities, and business advantages competitors cannot replicate. Your personal brand exists whether you manage it or not—these steps ensure you're building equity strategically.

Discover why trying to be the next Amazon is killing your eCommerce sales and how niching down transforms struggling general stores into profitable specialist retailers. Matt Edmundson reveals the four powerful reasons focused stores consistently outsell their scattered competitors, plus four proven approaches for finding your perfect niche. Learn why cheaper marketing, better products, and easier customer acquisition all flow from one strategic decision: going niche to sell great products online.

Discover how to sell luxury goods online without discounting. Casey Golden reveals why high-end eCommerce requires abandoning conventional conversion tactics in favour of service-as-product thinking. Learn the psychology behind luxury purchases, how to build trust with high-value customers, and practical steps for creating concierge experiences at scale that justify premium pricing.