Matt Byrne isn't against loss leaders. He's against founders who don't know if their loss leader is actually a strategy or just hope. Visit Playbook #627 at addtocart.com.au 🎙️

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Every other interview request got a no. Nathan was one of the first to reach out and this was the only conversation Grant Arnott wanted to have. Episode #626 at addtocart.com.au 🎙️

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Most people know Jess Hatzis from Frank Body. The coffee scrub that came out of nowhere, built a cult following on Instagram before that was even a playbook, and scaled into a $100 million brand. What fewer people talk about is what it actually took to build it.
The data before the creative. The hard calls on what to kill. The discipline of knowing when to move and when to wait.

In this episode, Jess sits down with Nathan and Rosa to talk about the unglamorous side of brand building, the part that lives in spreadsheets and comment sections long before it shows up in a beautiful campaign. We get into how she rebuilt 134-year-old footwear brand Betts in under six months, why most customer personas are broken, why she'd rather run an event than pay a single big-name influencer, and how to know when to overhaul everything versus move incrementally. This one is for anyone who has ever confused a good-looking brand with a well-built one.

Brands and tools mentioned: Frank Body, Willow & Blake, For Scale, Betts, Bouf, York Street Brands, PureMama, Lepure, Vogue Australia, Afterpay, Claude

This episode is brought to you with thanks to our partners:
🛍️ Shopify → https://www.shopify.com/au
📧 Klaviyo → https://www.klaviyo.com/au/
Connect with us on LinkedIn:
👤 Jessica Hatzis → https://au.linkedin.com/in/jessica-hatzis-strategicadvisor
👤 Nathan Bush → https://au.linkedin.com/in/nathbush
👤 Rosa Willis → https://www.linkedin.com/in/rosa-clara-willis-23761066/
🎙️ Want to be a guest or sponsor on Add To Cart? → https://www.addtocart.com.au/contact
📩 Sign up for the free Add To Cart newsletter → https://newsletter.addtocart.com.au/subscribe
💬 Join the Add To Cart Community → https://community.addtocart.com.au/feed
Chapters:
00:00 Introduction and Guest Background
04:56 Jess's Transition from Frank Body to New Ventures
07:28 The Challenges of Brand Repositioning
10:09 Common Problems in Branding and Marketing
12:25 The Importance of Customer Personas
14:58 Data-Driven Branding Strategies
19:19 Trusting Your Team and Delegation
21:54 Navigating Brand Heritage and Modern Marketing
24:45 Adapting Branding Strategies for Today's Market
27:52 Diverse Brand Strategies for Unique Identities
29:13 Nostalgia and Connection in Modern Branding
30:56 Influencer Marketing: Building Relationships Over Numbers
33:05 Eventing: Creating Meaningful Experiences
37:52 Brand Strategy: The Invisible Architecture of Business
41:16 Investing in Brand Growth Amid Financial Constraints
45:06 A Career in Ideas: Balancing Multiple Projects
46:26 For Scale: Supporting Consumer Brands Holistically

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PYRA is going up against The North Face and Arc'teryx. Sam Moore's strategy isn't to out-scale them. It's to out-niche them. Playbook #625 at addtocart.com.au 🎙️
#ecommerce #onlineretail #marketingstrategy #marketing #pricing #materials #trywithmirra #customised #shipping #scale #ecommercemarketing #growthstrategy #e-learning #strategy #ecommerceaustralia #production #market #fashion #retail #fashionretail #trybeforeyoubuy #fashionecommerce #onlineretail #onlineshopping

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