How To Measure Brand with Preston Rutherford, Co-founder of Chubbies | Ep. 367

In this episode of The Marketing Millennials, Daniel Murray interviews Preston Rutherford, co-founder of Chubbies, about a performance-based approach to branding. Preston advocates for measuring brand efforts through metrics like branded search volume and engagement, emphasizing the importance of creating interesting, shareable content and building owned communities. They discuss strategies to escape the trap of short-term quarterly revenue goals, focusing instead on contribution margin, profitability, and building brand desirability. The conversation also covers tactics for Black Friday and Cyber Monday, the value of loyalty programs, and the significance of generating memories and community around a brand. Preston shares his marketing philosophy, advocating for a significant allocation of resources towards demand creation and building brand equity.