Michelle Wiles 🪄📈 – Medium

Michelle Wiles 🪄📈

15.3K Followers

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Published in
Embedded Brand Strategy

Diary of a Brand: Hoka

How Hoka sneakers went from obscurity to $1Bn in revenue

Feb 21, 2023

Feb 21, 2023

Published in
Embedded Brand Strategy

How Sol de Janeiro became the top selling brand at Sephora without selling makeup

The maker of Bum Bum Cream is on the way to $1 Billion in sales

4d ago

4d ago

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Fishwife isn’t a tinned fish company. It’s a packaging company.

That’s not necessarily a bad thing.

Dec 18, 2024

Fishwife isn’t a tinned fish company. It’s a packaging company.

Dec 18, 2024

Published in
Embedded Brand Strategy

Diary of a Brand: the Dallas Cowboys

How the Cowboys built the most valuable brand in sports

Nov 25, 2024

Nov 25, 2024

How to bring back luxury shoppers? Try having more fun.

How Loewe, Jacquemus, and Miu Miu are defying the ‘luxury slowdown’

Nov 18, 2024

How to bring back luxury shoppers? Try having more fun.

Nov 18, 2024

Published in
Better Marketing

Your Brand Guidelines Are Not Enough

Why you need a Brand Playbook instead

Oct 11, 2024

Oct 11, 2024

The AI Popularity Contest

Analyzing the marketing strategies of ChatGPT, Google Gemini, Claude and Perplexity

Sep 12, 2024

The AI Popularity Contest

Sep 12, 2024

Published in
Embedded Brand Strategy

How to design a winning marketing agency

Applying the flywheel model to marketing firms

Aug 6, 2024

How to design a winning marketing agency

Aug 6, 2024

Published in
Embedded Brand Strategy

How to think about brand as an ecommerce player

A simple question for a complex goal

Jul 15, 2024

Jul 15, 2024

Published in
Embedded Brand Strategy

The journey to reposition the cannabis industry

How The Travel Agency is taking customers on a trip to what a dispensary can be

Jul 7, 2024

The journey to reposition the cannabis industry

Jul 7, 2024

Operation Make Skateboarding Cool Again

How brands grow via subcultures

Jul 1, 2024

Operation Make Skateboarding Cool Again

Jul 1, 2024

Published in
Embedded Brand Strategy

The fastest growing hotel chain isn’t who you think it is

How a song inspired one of the fastest growing hotel chains

Jun 18, 2024

The fastest growing hotel chain isn’t who you think it is

Jun 18, 2024

Published in
Better Marketing

How to create a great TV commercial

Starbucks, Coke, and why some ads resonate more than others

May 30, 2024

How to create a great TV commercial

May 30, 2024

Published in
Embedded Brand Strategy

What Comes After Quiet Luxury?

Luxury fashion, status games, and how brands can innovate their status offerings

Apr 30, 2024

What Comes After Quiet Luxury?

Apr 30, 2024

Published in
Embedded Brand Strategy

How to turn around a brand (ft Doc Martens and Birkenstock)

Doc Martens has lost 85% of value post 2021 IPO. Where can the brand go now?

Apr 18, 2024

Apr 18, 2024

Published in
Embedded Brand Strategy

Why does British Airways spend on ads that aren’t designed to sell flights?

There’s more than one reason to run a campaign

Apr 10, 2024

Why does British Airways spend on ads that aren’t designed to sell flights?

Apr 10, 2024

Published in
Embedded Brand Strategy

To grow your brand, narrow your audience target

How Yeti and Harley Davidson use a ‘tip of the spear’ strategy to grow their base

Apr 4, 2024

Apr 4, 2024

Published in
Embedded Brand Strategy

How to create a standout celebrity ad campaign

Celebrity campaigns are everywhere. What makes some celeb partnerships more successful than others?

Mar 28, 2024

How to create a standout celebrity ad campaign

Mar 28, 2024

Published in
Embedded Brand Strategy

Goodbye two by two. Hello two by nothing.

A simple brand strategy framework.

Mar 16, 2024

Goodbye two by two. Hello two by nothing.

Mar 16, 2024

Published in
Embedded Brand Strategy

Stanley hype and Samba cringe: Why products fall in and out of style

Do I really want the Stanley cup? Or do I want it because everyone else wants it?

Jan 21, 2024

Stanley hype and Samba cringe: Why products fall in and out of style

Jan 21, 2024

Michelle Wiles 🪄📈

Michelle Wiles 🪄📈

15.3K Followers

Breaking down brands and strategy. CEO of Embedded. Former P&G, McKinsey, Ogilvy. embeddedbrandstrategy.com | hailhairware.com

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