Emma Shermer Tamir discusses strategic positioning, customer research and brand identity building. She shares the story of Stanley, a brand that successfully transformed its identity and positioned itself strategically in a high competition environment. Emma emphasizes the importance of understanding your target market and evolving with their needs. She also discusses the differences in strategic positioning for startup brands versus established brands. Additionally, she mentions the pitfalls of diluting brand identity and losing sight of what made a brand successful in the first place. The conversation explores the importance of having a tailored strategy and sticking with it, as well as the key elements of effective customer research. She also discusses the future of brand identity in high competition markets and the need to create strong connections with customers. The conversation concludes with a fun fact about the guest and information on how to reach out to her.

Key Episode Takeaways:

• Understanding your target market and evolving with their needs is crucial for brand success.
• Strategic positioning is especially important for startup brands to differentiate themselves from the competition.
• Established brands should maintain a clear brand identity while also appealing to a wider audience.
• Diluting brand identity and losing sight of what made a brand successful can lead to financial struggles.
• Customer research and understanding the competitive landscape are essential for effective brand positioning. Having a tailored strategy is crucial for brands to stand out and succeed.
• Effective customer research involves analyzing competitor's customers, reviewing customer feedback, and leveraging social media.
• Building a strong brand identity and connecting with customers is essential for long-term growth.
• In high competition markets, brands need to find unique ways to grab and hold attention.
• Living on multiple continents can provide a diverse perspective and appreciation for different cultures.

For show transcript and past guests, please visit https://www.ecommercemarketingpodcast.com

Or on YouTube at:

https://www.youtube.com/channel/UC3PgT0NOGzpdPGQtBK0XLIQ

Follow Arlen:

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LinkedIn: https://www.linkedin.com/in/arlenrobinson/

Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more.

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Jeff Coyle, co-founder of Market Muse, discusses the concept of content clusters and how they strategically align with increasing sales. Content clusters involve creating comprehensive coverage of a topic or concept throughout a website, showcasing expertise and providing value to users. Coyle gives the example of Home Depot, which has effectively implemented content clusters by going beyond just product listings and incorporating category showcases, ideas and DIY sections, and community engagement. He emphasizes the importance of authenticity and expertise in content creation, as consumers are becoming more educated and can easily identify inauthentic or non-expert content. In this conversation, Jeff Coyle from MarketMuse discusses the importance of content clusters in building a solid foundation for a brand's content strategy. He emphasizes the need for brands to find a balance between providing valuable information and overwhelming the customer. Jeff also highlights the role of AI and machine learning in the creation and optimization of content clusters, noting that these technologies can help streamline the process and improve the quality of content. The key takeaway is that brands should approach content clusters with authenticity and involve humans in the process to ensure a genuine and valuable user experience.

Key Episode Takeaways:

• Content clusters involve comprehensive coverage of a topic or concept throughout a website, showcasing expertise and providing value to users.
• Authenticity and expertise are crucial in content creation, as consumers are becoming more educated and can easily identify inauthentic or non-expert content.
• E-commerce brands should go beyond just product listings and incorporate category showcases, ideas and DIY sections, and community engagement to effectively implement content clusters.
• Content clusters can be implemented by both large and small websites, and they have a significant impact on sales and organic search rankings.
• Treating the blog as a separate entity and not integrating knowledge and authority throughout the website is a common mistake that brands make. Find a balance between providing valuable information and overwhelming the customer with content clusters.
• AI and machine learning can streamline the creation and optimization of content clusters.
• Authenticity is key in building content clusters, and involving humans in the process is crucial.
• Content clusters should be thoughtfully planned and integrated into the overall content strategy.

For show transcript and past guests, please visit https://www.ecommercemarketingpodcast.com

Or on YouTube at:

https://www.youtube.com/channel/UC3PgT0NOGzpdPGQtBK0XLIQ

Follow Arlen:

Twitter: https://twitter.com/askarlen

Facebook: https://www.facebook.com/arlen.robinson.7

Instagram: https://www.instagram.com/arlenyohance/

LinkedIn: https://www.linkedin.com/in/arlenrobinson/

Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more.

Thanks for listening. Be sure to subscribe and leave a review.

Vicky Pasche, co-founder and CEO of Dapper Boi, shares her journey from Shark Tank rejection to building a seven-figure, all-gender apparel brand. Initially aimed at solving the problem of ill-fitting clothing for masculine-presenting women, Dapper Boi gained visibility and sales after Shark Tank. Key growth strategies included relatability, transparency, and community building. Vicky discusses overcoming challenges by breaking binary thinking and communicating with diverse customer personas. She also highlights the use of AI in marketing, including brand voice training for email and social media, and developing a genderless avatar for fitting. Vicky emphasizes the importance of starting the entrepreneurial journey despite rejections and shares her love for 90s R&B and karaoke.

Key Episode Takeaways:

• Dapperboy started as a brand to solve the problem of ill-fitting clothing for masculine-presenting women and evolved into an all-gender brand.
• The appearance on Shark Tank gave Dapperboy visibility and validation, leading to increased sales and positive impact on customers' lives.
• Key strategies for growth included being relatable, transparent, and building a strong community.
• Overcoming challenges in carving out a niche involved breaking binary thinking and effectively communicating with different customer personas.
• The use of AI in marketing is a growing trend that can have a significant impact on business growth. Dapper Boi has embraced AI technologies for email marketing and social media content, teaching AI their brand voice.
• They are working on utilizing AI for fitting, creating a genderless avatar that shows how outfits would look on different body types.
• Building a strong community is important for e-commerce brands, and Dapper Boi has utilized social media and email marketing to foster and engage their community.
• When facing rejections, it's important to get out of your own way and remember that you are asking for your business, community, and customers, not just for yourself.
• Vicky Pasche loves 90s R&B and karaoke.

For show transcript and past guests, please visit https://www.ecommercemarketingpodcast.com

Or on YouTube at:

https://www.youtube.com/channel/UC3PgT0NOGzpdPGQtBK0XLIQ

Follow Arlen:

Twitter: https://twitter.com/askarlen

Facebook: https://www.facebook.com/arlen.robinson.7

Instagram: https://www.instagram.com/arlenyohance/

LinkedIn: https://www.linkedin.com/in/arlenrobinson/

Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more.

Thanks for listening. Be sure to subscribe and leave a review.