PinnedMichelle Wiles 🪄📈Stanley 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 read·Jan 21, 2024--97--97
Michelle Wiles 🪄📈What Comes After Quiet Luxury?Luxury fashion, status games, and how brands can innovate their status offerings·7 min read·Apr 30, 2024--8--8
Michelle Wiles 🪄📈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?16 min read·Apr 18, 2024--8--8
Michelle Wiles 🪄📈Why does British Airways spend on ads that aren’t designed to sell flights?There’s more than one reason to run a campaign·5 min read·Apr 10, 2024--14--14
Michelle Wiles 🪄📈To grow your brand, narrow your audience targetHow Yeti and Harley Davidson use a ‘tip of the spear’ strategy to grow their base·4 min read·Apr 4, 2024--12--12
Michelle Wiles 🪄📈How to create a standout celebrity ad campaignCelebrity campaigns are everywhere. What makes some celeb partnerships more successful than others? 8 min read·Mar 28, 2024----
Michelle Wiles 🪄📈Goodbye two by two. Hello two by nothing.A simple brand strategy framework.·5 min read·Mar 16, 2024--11--11
Michelle Wiles 🪄📈What’s the better business model for brands — DTC or retail?One spends significantly more on marketing.·7 min read·Nov 30, 2023--5--5
Michelle Wiles 🪄📈The 3 fashion product strategiesHow to align product and brand strategy to create a profitable fashion business7 min read·Nov 13, 2023--6--6
Michelle Wiles 🪄📈Economics vs. Taylor SwiftWhat’s better than raising prices to meet demand?3 min read·Nov 6, 2023--4--4
