How Chubbies Broke the ROAS Addiction

In this episode of "Better Advertising with BTR Media," Destaney interviews Preston Rutherford, co-founder of Chubbies and now working on a new venture called Marathon. Preston shares his journey from building Chubbies, a men's lifestyle apparel brand, to addressing the challenges of transitioning from bottom-funnel demand capture to brand building and demand generation. He discusses the importance of accountable investment in brand awareness, auditing current spending, optimizing for contribution, aligning incentives, and experimenting with creative content to drive customer loyalty and brand recognition in an evolving digital landscape, particularly with the rise of AI and changing consumer search behaviors. The conversation emphasizes the need for brands to earn attention and add value to customers' lives to become the preferred "shortcut" in their purchasing decisions.