Sell online and your dealers accuse you of undercutting them; hold the price and online goes nowhere. The way out is not price but pack format: bundles, large packs, marketplace-only versions. A 4-step ladder and 6 questions for choosing how to split.
Brand strategy is not a logo or a mood board. It is the decision layer that content writers, media buyers and KOCs use every day. This article sets out what brand strategy contains, which outputs it produces, and how to check whether your brand already has one.
The complaint that "branding costs money and can't be measured" usually arises because one word conflates three things: strategy, identity and brand-building communication. This article separates those three layers, then shows how to report brand investment with six leading indicators when P&L runs monthly.
200 KOCs posting, yet affiliate revenue barely registers? KOCs can only say what the brand gives them to say. Why UGC comes out generic, why good KOCs don't pick your product, and how reverse-engineering your best-selling videos leads to a better brief.
Million-view videos, packed livestreams, high-click ads, and still few orders? Engagement measures attention; orders measure trust. This article explains the trust gap, what buyers look at before they are confident enough to buy, and a checklist for your hero product page.
You approved VND 300 million for ads, and by month-end only 80 million had been spent? Advertising doesn't create searchers, and self-optimizing campaigns throttle themselves once they run out of buyers at the target efficiency. What the demand ceiling is, what forcing the full spend costs you, and how to raise the ceiling.
Your ads are running at ROAS 8, so why not scale the budget by 10x? Because advertising follows a saturation curve, not a straight line. The difference between average ROAS and marginal ROAS, how to set a stop threshold, and how to calculate it for your own shop.
Can't cut prices because you want to hold your positioning, or because you must protect dealer pricing? Marketplace buyers weigh two things: price and brand. When the price axis is locked, the only way out is to move up the brand axis. Plus, how to map your own shop on the matrix.
Running ads, affiliates and livestreams, yet revenue isn't growing to match? The three-layer model (Foundation, Assets, Amplification) helps brand owners find their weakest layer before adding more budget.
