If I Were a Brand Founder…Part 1

If I Were a Brand Founder, Here’s How I’d Be Prepping for Black Friday

(Part 1: Strategic Foundations)

1️⃣ Audit Before You Act
The best brands start by studying what worked — and what didn’t — last year. It’s not about more spend, it’s about savvier spend. Efficiency this quarter starts with clarity on last year’s ROI.

2️⃣ Own the Audience, Don’t Rent It
First-party data is your performance moat. Engaged email and SMS lists outperform when paid channels get crowded. For DTC brands, these channels should drive at least 20% of attributable revenue.

3️⃣ Design the Deal — Don’t Just Drop the Price
Black Friday will be massive (per McKinsey), but discount depth alone erodes profit and brand love. Smart brands design offers that feel earned — protecting margin and reinforcing brand value.

4️⃣ Capture High-Intent Discovery
TikTok and influencers spark curiosity — and TikTok Shop can drive impulse buys fast (even if the P&Ls are rough). But true buying intent forms where people research: YouTube, Pinterest, Reddit, and search. Winning brands play both games — spark curiosity on social, then show up where intent deepens.

5️⃣ Win the Cart, Not the Feed
Retail media platforms like Amazon, Walmart, and Instacart convert because they’re closer to the cart. On-platform visibility wins when intent is high. Smart brands warm those audiences before the rush.

Most brands are planning campaigns. The smart ones are building systems.
If you’re planning now and want a quick pulse check, DM me.