PinnedMichelle Wiles πͺπinEmbedded Brand StrategyWhat Comes After Quiet Luxury?Luxury fashion, status games, and how brands can innovate their status offeringsΒ·7 min readΒ·Apr 30, 2024--8--8
PinnedMichelle Wiles πͺπinEmbedded Brand StrategyStanley hype and Samba cringe: Why products fall in and out of styleDo I really want the Stanley cup? Or do I want it because everyone else wants it?7 min readΒ·Jan 21, 2024--97--97
PinnedMichelle Wiles πͺπinBetter MarketingVan Leeuwen and the art of not advertising.How to scale your brand without ads.7 min readΒ·Aug 28, 2023--94--94
Michelle Wiles πͺπinEmbedded Brand StrategyHow 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?16 min readΒ·Apr 18, 2024--10--10
Michelle Wiles πͺπinEmbedded Brand StrategyWhy does British Airways spend on ads that arenβt designed to sell flights?Thereβs more than one reason to run a campaign5 min readΒ·Apr 10, 2024--12--12
Michelle Wiles πͺπinEmbedded Brand StrategyTo grow your brand, narrow your audience targetHow Yeti and Harley Davidson use a βtip of the spearβ strategy to grow their baseΒ·4 min readΒ·Apr 4, 2024--13--13
Michelle Wiles πͺπinEmbedded Brand StrategyHow to create a standout celebrity ad campaignCelebrity campaigns are everywhere. What makes some celeb partnerships more successful than others? 8 min readΒ·Mar 28, 2024----
Michelle Wiles πͺπinEmbedded Brand StrategyGoodbye two by two. Hello two by nothing.A simple brand strategy framework.Β·5 min readΒ·Mar 16, 2024--11--11
Michelle Wiles πͺπinEmbedded Brand StrategyWhatβs the better business model for brandsβββDTC or retail?One spends significantly more on marketing.Β·7 min readΒ·Nov 30, 2023--5--5
Michelle Wiles πͺπThe replacement to MBA programs isnβt what you think it isHow Slack could replace the MBA6 min readΒ·Nov 20, 2023--9--9