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PODCAST

The Brand Marketing Show

Catherine Langman

Welcome The Brand Marketing Show. The show for the creators. The innovators. The ones who wake up at 3am with an idea that won"t let go and refuse to accept "that"s just how it"s done." Who sketch prototypes on napkins and turn kitchen tables into laboratories. Who look at every "impossible" and whisper back, "watch me." You don"t just create products. And you understand that people don"t fall in love with features and benefits. They fall in love with the future you"re building. The problems you"re

business marketing

All Episodes

35:39

ChatGPT Just Became a Shop. Is Your Brand Actually in...

The Brand Marketing Show ·

2026/04/16

Three weeks ago, Shopify flipped a switch that most brand founders still haven't clocked. Every eligible Shopify store is now discoverable inside ChatGPT by default. 880 million users. Your products. Potentially. Here's the part nobody's talking about: being in the catalog is not the same as being recommended. In this episode, Catherine Langman breaks down what the Shopify-ChatGPT integration actually means for Australian and New Zealand eCommerce brands, why AI-referred traffic is up 7x and

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26:31

Why Temu Is Trying to Become a Premium Brand — And...

The Brand Marketing Show ·

2026/04/09

What happens when the world's most famous cheap marketplace shows up at a premium gift fair, trying to convince quality brands to list on their platform? That's exactly what happened at the REED Gift Fair in Sydney earlier this year — and the implications for premium eCommerce brands are enormous. In this episode of The Brand Marketing Show, Catherine Langman unpacks what Temu's repositioning attempt reveals about the fatal flaw in the race-to-the-bottom strategy — and why the brand founders who

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40:07

Why Premium Buyers Don't Buy From Ads Alone — and...

The Brand Marketing Show ·

2026/04/02

If you're running paid ads for a premium eCommerce brand and your ROAS isn't scaling — or you've been posting consistently for years and growth has stalled — this episode is for you. This week I'm talking about something that almost nobody in the marketing world addresses directly: the validation search. It's what premium buyers do in the five minutes between seeing your ad and deciding whether to buy — and it has almost nothing to do with how good your ad was. I also get into a story that will be

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30:46

How Smart eCommerce Brands MarketDifferently When...

The Brand Marketing Show ·

2026/03/27

If your eCommerce marketing used to work brilliantly and lately it's feeling like you're pushing harder for smaller returns — you're not imagining it. The landscape has genuinely changed. And the instinctive responses most brand owners reach for when results decline are almost always the ones that make things worse. In this episode, Catherine Langman unpacks what's actually happening — and what smart eCommerce brands do differently when times get tough. In this episode you'll hear: Why

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18:46

Why Scaling Your Ad Spend Breaks Your ROAS (And How...

The Brand Marketing Show ·

2026/03/19

You scaled your ad spend. Your ROAS had other plans. There's a specific kind of dread that sets in when you bump your Meta budget from $80 a day to $300 and watch your ROAS crater in real time. You do what any reasonable person would do. You blame the ads. New creative. New audiences. Maybe a strongly worded conversation with your ad manager. But here's the thing: your ads aren't the problem. This week on The Brand Marketing Show, I'm pulling apart the real reason scaling kills your ROAS — and it

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29:54

The Afterpay Day Dilemma: How To Show Up Without...

The Brand Marketing Show ·

2026/03/12

Let's talk about the week you're probably having… Petrol prices have hit $2 a litre – and heading higher – thanks to the US-Israel strikes on Iran disrupting global oil supply. Cost-of-living anxiety is back with a vengeance. And Afterpay Day officially kicks off on the 19th, though half the brands on your feed have already launched early. Your sales data is probably already softening as consumers sit tight and wait for the deals. So the question on every brand founder's lips right now: do I

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25:16

The ChatGPT Walkout: What 60 Million Angry Users Can...

The Brand Marketing Show ·

2026/03/05

So there I was, Tuesday afternoon, in the middle of working away — using Claude, which for those who don't know, is the AI tool I'm using extensively throughout my entire business at this point — and it just... stopped. Completely. Just stopped responding. Now, the first thing I did (as any completely rational person would 🤓) was assume I had somehow personally broken the internet. Classic. I sat there for a moment, refreshing the page like that was going to help, wondering what on earth I'd

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35:21

The Platform Everyone's Leaving (And Why You Shouldn't)

The Brand Marketing Show ·

2026/02/25

Every year about this time, statistics are published on the state of social media. Over 1,500 marketers worldwide about what they're doing with social media. And every year, the herd moves collectively in the same direction… This year? They're all stampeding toward Instagram and TikTok. Reddit's had a 63% surge in usage. Everyone's excited about the new, the fresh, the platforms that feel like they're going somewhere. And Facebook? Facebook has officially been dumped. It's now 2026's least-loved

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40:14

There Is No Silver Bullet Growth Strategy: The Death...

The Brand Marketing Show ·

2026/02/18

February is not only the shortest calendar month but also typically the slowest sales month for eCommerce and – because of that – is often the month that I see business owners make fear-based snap decisions that end up hurting their profitable growth long-term… Remember when you bought that course that promised the "exact funnel" that would generate sales while you sleep? Or set up your email flows in 2021 and haven't touched them since? Or wondered why your ads aren't performing like they used to,

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43:51

When Boring Gets a Makeover: Why Most Brand Content...

The Brand Marketing Show ·

2026/02/11

Have you ever noticed that most brand content is so... forgettable. It's not that brands don't try. They're producing more content than ever. Social posts, emails, product descriptions, blog articles, ads. The volume is enormous. But most of it lands with a thud. No engagement. No emotional response. If you even notice it at all… you read it, you understand it, you forget it immediately. We are drowning in content. Every brand, every business, every person with a phone is creating and

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41:51

Discount Detox: How One Brand Rebuilt After Years of...

The Brand Marketing Show ·

2026/02/05

Two weeks ago on the podcast, we went deep on the damage that constant discounting does to your brand. The profit erosion. The customer conditioning. The way it trains your audience to never pay full price. We talked about the four buyer types and how constant discounting only speaks to one of them — while actively repelling the other three. And I got a lot of messages afterwards, which was brilliant. But here's the thing. Almost every single message asked the same question. "Okay Cath, I get it

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39:17

One Platform, No Plan B: The Danger of Building Your...

The Brand Marketing Show ·

2026/01/29

Stop and think for a moment about where your customers come from. Is it mostly Meta ads? Mostly Instagram? Have you built a following on TikTok that's driving a lot of your brand awareness? Now here's the uncomfortable question: If that channel disappeared tomorrow — not scaled back, not got more expensive, but actually disappeared — what would happen to your business? Could you survive it? Could you pivot? Or would you be scrambling to rebuild from scratch? Because here's the thing. This isn't a

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33:58

The Discount Trap: Why Constant Sales Are Killing...

The Brand Marketing Show ·

2026/01/22

In the last 2 weeks alone I've had three brand owners come to me, all with the same story. They've been told by marketing "experts" that every single EDM, every Meta ad needs a discount incentive. Every website needs a countdown timer or some other kind of FOMO bells and whistles. One of them showed me her email marketing calendar. Every. Single. Week. A different discount code. Flash sale this, 20% off that, "last chance" the other thing. And here's the part that really gets me — some of these

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41:12

The Leaky Bucket Problem: Why Your Traffic Isn't...

The Brand Marketing Show ·

2026/01/15

Let me paint a picture that I see all the time with ecommerce brands. You're spending money on marketing. Ads, SEO, social media, maybe influencers. You're driving traffic to your website. And you can see in your analytics that people are visiting. Some of them are even adding things to their cart. But then... they just disappear. They don't buy. They don't come back. They vanish into the ether. And you're left wondering — where did they go? What happened? Why didn't they buy? This is what I call

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36:34

Is Your 2026 Plan Starting in the Wrong Place?

The Brand Marketing Show ·

2026/01/09

January is supposed to be about. It's goal-setting season. It's "new year, new you" energy. It's the time when every business podcast – including, historically, this one – tells you to set your revenue targets, map out your marketing calendar, and basically plan your way to world domination. And look, I'm not going to tell you planning doesn't matter. It absolutely does – all of that stuff IS important. I'm not saying ignore your metrics. But somewhere along the way, we started treating the metrics

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35:48

Reflect, Reset, Design: Your 2026 Planning Framework

The Brand Marketing Show ·

2025/12/25

We're in that strange, liminal week between Christmas and New Year. The turkey's been eaten, the presents have been opened, and there's this quiet space before the new year kicks off. It's a natural time for reflection as well as for looking ahead. I know many of you are ambitious and have big goals you want to achieve. But that kind of impact requires reach. Reach requires visibility. Visibility requires consistency. Consistency requires support. And sadly, so many entrepreneurs don't ask for

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31:26

"Oh What A Year!" Reflections on 2025 in Ecommerce...

The Brand Marketing Show ·

2025/12/18

It's Christmas week. The orders have shipped – or at least, most of them have. The mad rush is behind you. And hopefully, you're either on a beach somewhere or at least within striking distance of a cold drink and a good book. So today's episode is a little different. This isn't a tactical deep-dive. I'm not going to give you a framework or a checklist or an action plan. Instead, I just want to pause with you for a moment and reflect on what a year it's been. Because honestly? 2025 has been one of

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42:56

The Q5 Opportunity: Why Smart Brands Don't Go Dark...

The Brand Marketing Show ·

2025/12/12

Right now, you've got about a week to prepare for what could genuinely be one of the most profitable – and least stressful – marketing periods of your entire year. Now, I know what you might be thinking. "Cath, I'm exhausted. I've just pushed through the Christmas rush. The last thing I want to think about is more marketing." And honestly? I get it. By mid-December, most of us are running on fumes and dreaming of a week at the beach with our phones on silent. But here's what I want you to

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44:04

Your 14-Day Christmas Marketing Plan: What To...

The Brand Marketing Show ·

2025/12/04

We're in the first week of December now. Which means you've got roughly 14 days of meaningful marketing time before most of your customers mentally check out for the holidays — and before your shipping cut-off dates make the whole thing a bit irrelevant anyway. Now, I know what you might be feeling right now. It's that familiar end-of-year cocktail of exhaustion, overwhelm, and a nagging sense that you should be doing more. Your inbox is full of articles telling you about the 47 things you

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31:09

How To Survive The Black Friday Madness, Stay...

The Brand Marketing Show ·

2025/11/28

I know exactly where you're at right now. We're in the thick of Black Friday promos – or as I like to call it, the 'beautiful chaos' portion of the retail calendar. Your ads are running, your inbox is overflowing, your inventory is moving, and you're probably surviving on caffeine and pure adrenaline. I also know that this period isn't just physically exhausting – it's emotionally exhausting too. There's this rollercoaster that happens during BFCM. You swing between moments of 'oh my goodness, the

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