Jordan Bratter @jsbratter

Lately, I’ve seen more exec teams asking the right question: “How do we measure what actually moves the needle with #creator marketing?” The answer isn’t concrete. We should take a blended view: - Quantitative signals: reach, conversion, CAC, LTV - Qualitative signals: brand…

From the impression I get online, everyone thinks #Labubus was a lucky fluke. But let me tell you, it definitely wasn’t. Behind the cuteness, their team knew how their market behaves and built a strategy to meet it where it lives. For #challenger brands, this is the playbook:…

Some #IndieAgencies are still tied to hourly pricing, while others are moving to output- or performance-based models. The choice is clear: evolve or get outpaced. Output-based pricing feels inevitable—value today is impact, not effort. That means designing work around…

What do you do when your CEO goes viral for the *wrong* reason? If you're an Astronomer, apparently… You get clever. After their CEO's public flop, the company dropped a satirical “public address” video. It pokes fun at the situation, sidesteps the scandal, and sneakily…

Challenger brands used to shake up how we eat. Now, they’re reshaping why we eat. Look at the rise of gut-healthy players like Poppi. They're not just selling bubbles in a can — they’re selling a feeling: energy, clarity, control. We’re seeing a new wave of food brands at the…

High-performing #startups run hot. I’ve worked with founders who can outpace anyone, but sometimes, they outpace themselves too. The late nights stack up. The pressure builds. And eventually, even the most brilliant teams start to stall. Sustainable growth requires sustainable…

Challenger brands used to be *the* disruptors. Now, legacy players are borrowing their mindset—fast moves, bold stances, founder energy. The line between “challenger” and “leader” is blurring. But for challengers, that means one thing: evolve or fade. Because hype is not a…

#AI is the best tool marketers have gotten in a decade, but the best brands are still those built by humans who know how to influence other humans. Great creative is rooted in psychology. We study behavior, emotion, identity—then craft messages that move people. Only we know…

If your #PaidMedia isn’t transparent, you’re not scaling—you’re guessing. Budgets disappear into black boxes. AI learns from bad signals. And growth stays fuzzy. #Transparency is the baseline for smarter media: ✅ Know where every dollar goes ✅ Feed AI clean signals ✅ Tie…

You’ve probably seen them: the big-eyed, weirdly lovable dolls called #Labubus that have taken the internet by storm. Labubus found a niche with young adults—meme culture, Gen Z humor, collector energy—and leaned in. Their team didn’t guess what would work. They listened to what…

It's a common misconception that turbulent markets don’t create new behaviors. No, they just expose the gaps in old ones. The brands winning right now are not guessing. They’re auditing, listening, and optimizing. ✅ Understand customer needs ✅ Audit your performance channels…

Some tourism ads are just pretty. This one’s pretty smart. “Come hug it out in Eastern Townships” invites Americans to reconnect post-tension with warmth, wit, and very Canadian charm. Great creative doesn’t just sell a place. It sets the tone for connection.…

Want better business outcomes? Start with better #leadership inputs. To lead well, especially in high-performance environment, remember this: #Purpose drives performance. Mistakes are assets when they teach. Curiosity outperforms ego, every time. I’ve seen it firsthand: great…

#Influencer marketing is ultimately about relationships, which is where #indie agencies are quietly winning. While larger firms chase reach, indie shops are staying close to the talent. They’re building an agility that creates stronger results. lbbonline.com/news/Influence…

The Grocer gets it right with this line: "Grocery brands don’t have a loyalty problem. They have a desire problem". #ChallengerBrands win when they create emotional pull and show up with a reason to exist beyond the label. thegrocer.co.uk/comment-and-op…

CMOs are using AI to lead smarter, not just faster. This Inc. piece spotlights leaders using AI for strategy, like tracking competitors in real time to sharpen positioning. Great marketing needs context. AI delivers it. inc.com/ali-donaldson/…

#VanityMetrics don’t build brands. For most marketers, we don’t have time or budget to waste. You need to use your resources wisely while not making needless noise. Here’s a quick breakdown of metrics to watch (and ones to stop obsessing over). martech.org/7-vanity-metri…

Every breakout #brand starts with #strategy. And it’s where most big agencies miss the mark. But indie marketers? We focus on alignment and can build brands from the inside out. We ask all the right questions: why does this brand matter—and to who? forbes.com/councils/forbe…

Amazon just made its AI video generator available to all U.S. advertisers. For indie brands, startups, and challenger marketers: you don’t need a big budget to produce high-quality, on-brand video content anymore. You just need the tools and a #strategy. marketingdive.com/news/amazon-wi…

In ecommerce, it’s easy to chase the wrong scoreboard. What growing brands need is clarity—a clear picture of what’s working, what’s not. That’s where the right #agency partner changes the game. Not just to run ads, but to set the right benchmarks. marketsherald.com/how-data-first…