The Brand Marketing Show

Hosted by Catherine Langman

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Episodes

352

Latest episode

Oct 2026

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About the show

Welcome The Brand Marketing Show. The show for the creators. The innovators. The ones who wake up at 3am with an idea that won't let go and refuse to accept "that's just how it's done." Who sketch prototypes on napkins and turn kitchen tables into laboratories. Who look at every "impossible" and whisper back, "watch me." You don't just create products. And you understand that people don't fall in love with features and benefits. They fall in love with the future you're building. The problems you're solving. The way you make them feel when they hold your creation in their hands. And you're determined to make them feel something extraordinary. Some might call you perfectionists. Dreamers. Disruptors. We call you the future. Because while the world is drowning in ordinary, you're busy crafting extraordinary. While mass market settles for mediocre, you're obsessing over every detail that transforms a simple product into an experience people can't stop talking about. I'm Cath Langman, and I'm here to lift the lid on what's possible when innovation meets obsession. When purpose meets profit. When the crazy idea in your head becomes the must-have product in their hands. Are you ready to turn your vision into their obsession? Let's go.

Listen to episodes

60 recent

November 6, 202632 min

How to get your products recommended by ChatGPT and AI search

Is your eCommerce brand not getting enough traffic or sales, no matter how much you spend on Meta ads? Ad costs keep rising, and the free traffic is drying up. More shoppers now get their answers from Google's AI results and ChatGPT before they ever click through to a website. So how do you make sure your brand is the one being recommended? In this episode of The Brand Marketing Show, Catherine Langman shares what's happened in her own premium skincare brand over the past year. Sales from organic search are up 147% this month. Organic held when she paused Meta ads. And full-price orders are arriving from countries she's never advertised in. She explains how those results are connected, why AI recommendations rarely show up in Shopify or GA4, what decides which products ChatGPT recommends, and five things premium eCommerce brands can focus on now. Book a Brand Growth Strategy Session: https://www.productpreneurmarketing.com/lets-talk Full show notes and sources: productpreneurmarketing.com/episode-341

October 29, 202634 min

How to launch a product that changes how people buy - With Camilla Hasloch

How do you launch a premium product into a crowded category where nothing much has changed in generations? The hard part isn't making something better. It's convincing customers to swap a habit they've had for years for something they don't yet understand. Camilla Hasloch, founder of SunGods, shares what it takes to bring a circular bed linen and bath sheet brand to market. We cover the founder story, the Greek myths behind each collection, and why the story behind a product has to do the persuading when the difference can't be seen on the shelf. Book a Brand Growth Strategy Session: https://www.productpreneurmarketing.com Full show notes and sources: https://www.productpreneurmarketing.com/episode-340/

October 23, 202638 min

Why AI Can't Tell You What Premium Buyers Want

Do you really know who your best customers are, or just the ones who comment? Customers have gone quiet on social media. They scroll, lurk and share what they love in private messages, while their feeds fill up with brand content, AI posts and bots. So more premium brands are asking AI to describe their customer instead. The research on that shortcut isn't flattering. In this episode of The Brand Marketing Show, Cath Langman explains why AI can't have a human experience, and why it's still one of the most powerful tools a premium brand has for understanding its customers. She covers what the research says about AI customer personas and synthetic survey respondents, how Meta's AI creative enhancements broke Meta's own rules, a real Indagare customer survey response, and how she used AI to combine five data sources into a clear picture of Indagare's best customers. She also shares seven guardrails for analysing survey responses with AI and three tests to run on your own brand this week. Book a Brand Growth Strategy Session: https://www.productpreneurmarketing.com/book-a-brand-growth-strategy-session/ Full show notes and sources: productpreneurmarketing.com/episode-339/ AI customer research, customer research for eCommerce, analyse survey responses with AI, synthetic respondents, AI customer personas, premium buyers, premium brand marketing, eCommerce marketing Australia, Meta ads, customer insights, trust fatigue, The Brand Marketing Show

October 16, 202639 min

The 5 Best Klaviyo Flow That Make Premium Brands The Most Money

Klaviyo flows make up just over 5% of the emails brands send, but they bring in around 41% of the email revenue. So why are they so often broken, boring or switched off? In this episode, Catherine Langman from Productpreneur Marketing goes through the five best Klaviyo flows for premium eCommerce brands. She covers why each one earns, the order they matter in, and what most brands get wrong in every one of them. You'll hear: - Why "I don't know what to put in them" is still the biggest email problem founders face - The two faults we find in almost every email audit - Why flows should be the spine of your email strategy, not an afterthought - How one client clears a 10x MER every month, with help from their flows - Why the second purchase matters so much, and why timing it within 60 to 90 days helps with cash flow - What a coffee machine taught Catherine about post-purchase loyalty Book a Brand Growth Strategy Session: https://www.productpreneurmarketing.com/lets-talk Full show notes and resources: https://www.productpreneurmarketing.com/episode-338 Resources mentioned: Klaviyo 2026 email benchmarks: https://www.klaviyo.com/products/email-marketing/benchmarks Kantar on brand loyalty: https://www.kantar.com/inspiration/brands/modern-marketing-dilemmas-is-it-still-ok-to-talk-about-brand-loyalty Tags: Klaviyo flows, best Klaviyo flows, Klaviyo email marketing, eCommerce email marketing, email automation, welcome series, abandoned cart email, post-purchase email, replenishment email, premium brand marketing, Shopify email marketing

October 8, 202622 min

How To Plan SEO Content Your Customers Will Find In AI Search

Is SEO still sitting in your eCommerce brand's "later, when I have time" basket? While it's been waiting, the rules have changed. Your customers are now having long conversations with Google's AI before they buy – and it answers the general questions without sending them to your website. In this episode of The Brand Marketing Show, Cath Langman explains how AI search has changed what belongs in an SEO content plan for premium brands. She shares four steps for deciding which topics make the cut, including the best friend test – and why the brands that get recommended will be the ones who know their customer like their best friend. Book a Brand Growth Strategy Session: https://www.productpreneurmarketing.com/book-a-brand-growth-strategy-session/ Full show notes: https://www.productpreneurmarketing.com/episode-337/ Tags: SEO content planning, AI search, Google AI Mode, eCommerce SEO, content plan, premium brands, search everywhere optimisation, AI SEO, content strategy, know your customer, Brand Marketing Show

October 1, 202628 min

The 5 growth leaks hiding in almost every premium brand

Sales up, profit down? These are the 5 growth leaks we find in almost every premium eCommerce brand – and 5 questions to find yours. The RBA has lifted rates for the fourth time this year, but Australians haven't stopped spending. Retail spending is up on last year, and $82.6 billion was spent online in 2025. What's falling is profit. In this episode of The Brand Marketing Show, Catherine shares the five growth leaks that turn up again and again when we audit premium brands – with real, anonymised examples of what each one costs. Book a Brand Growth Strategy Session: https://www.productpreneurmarketing.com/book-a-brand-growth-strategy-session/ Show notes and sources: productpreneurmarketing.com/episode-336

September 25, 202631 min

How to plan Q4 for a premium eCommerce brand (without discounting your profit away)

Black Friday early access emails started landing in September this year. Which is giving Coles and Woolworths putting hot cross buns on the shelf on Boxing Day. If your Q4 plan is basically one question, being how much do we discount and when do we start, this episode is worth a listen before you lock anything in. In this episode of The Brand Marketing Show, Catherine Langman walks through six steps to a Q4 that's actually profitable for a premium eCommerce brand. Only one of them has anything to do with Black Friday discounts. Covering the number that should be setting your ad spend all year round (and no, it isn't ROAS), a twenty-minute exercise that shows you where your real demand peak is, the five or six seasonal moments your customer moves through between now and February, why a banner across your existing images isn't a campaign, how to do Black Friday on purpose, and why January is a growth window rather than a hangover. Plus why Ezra Firestone's 2026 Q4 guide came as such a surprise. Marketing strategy for premium, founder-led eCommerce brands that want profitable, sustainable growth. Book a Brand Growth Strategy Session: https://www.productpreneurmarketing.com/book-a-brand-growth-strategy-session/ q4 planning ecommerce, black friday strategy, ecommerce marketing australia, contribution margin, premium brand marketing, how to plan black friday, ecommerce without discounting

September 18, 202629 min

How To Create Content That Stops The Scroll & Drives Sales For Your Premium Brand

Is your content getting likes but not sales? Here's why posting more won't make your brand more money, and how to create eCommerce content that actually sells. Most founders aren't making too little content. They're making content that's used once and gone, and a lot of it is rushed, generic or obviously AI-generated. In this episode of The Brand Marketing Show, Cath Langman from Productpreneur Marketing explains what that costs premium brands in lost sales, profit and repeat customers. She also shares the five-step Shelf-Life System for creating content that stops the scroll and keeps selling for months. Listen to the full episode and read the show notes: https://productpreneurmarketing.com/episode-334/ Book a Brand Growth Strategy Session: https://productpreneurmarketing.com/lets-talk

September 10, 202637 min

How to plan an ecommerce promotional calendar for steady, profitable growth

A 40% discount on a 50% margin product doesn't cost you 40% of your profit. It costs you 80%. In this episode of The Brand Marketing Show, Catherine Langman walks through the arithmetic almost nobody runs before building a big sale campaign, what happens to revenue in the months afterwards, and seven ways to build an ecommerce promotional calendar that doesn't depend on four enormous weekends a year. Covers the peak-event model and what it genuinely asks of a business, why customers acquired on deep discount so rarely return at full price, the difference between discounts that change customers and discounts that select for different ones, and the energy cost of running a business built around peak trading events. Marketing strategy for premium, founder-led ecommerce brands that want profitable, sustainable growth. Book a Brand Growth Strategy Session: https://www.productpreneurmarketing.com/

September 3, 202638 min

I bought from a brand I'd wanted for months. I'll never buy from them again.

I finally bought from a brand I'd been following for months, and by the time I'd paid I felt slightly worse about myself than when I started. This episode is about why. Every website contains a prediction about who's visiting it and what will move her, and when that prediction is wrong she doesn't object to the tactics, she just leaves. In your analytics that looks like an abandoned cart, which is why it usually gets diagnosed as a pricing problem and treated with more social proof. We cover why you notice high-pressure tactics before your customers can name them, what happens when a brand claims care and delivers extraction, how to tell whether your offer is rewarding a decision or arguing for one, and what a red carpet customer experience looks like from first visit through to the second month. Book a Brand Growth Strategy Session: https://www.productpreneurmarketing.com/book-a-brand-growth-strategy-session/ Full show notes: productpreneurmarketing.com/episode-332