How diptyque Paris gets away with charging $15 for shipping online michelle-wiles.medium.com/if-youre-offer…

If you measure brand by performance marketing metrics you’ll end up doing performance marketing

The spoils of becoming the default AI chatbot are potentially massive - combining the businesses of Google, Microsoft and Amazon and more. That said: which chatbot is doing the best marketing? Aravind Srinivas 's Perplexity has some smart strategies... link.medium.com/CA9iti1PPMb

How Claude or Aravind Srinivas ‘s perplexity will beat open AI: wayyy better branding and marketing open.substack.com/pub/embeddedbr…

🌟 Brand guidelines are your roadmap to consistency. 📘 But to truly ignite your brand, you need a brand playbook!🔥 Your brand guidelines are not enough, by Michelle Wiles 👇 embeddedbrandstrategy.substack.com/p/your-brand-g…

Slow earnings from LVMH / Gucci / Richemont have promoted the 'luxury slowdown.' But not everything is slow. Loewe, Miu Miu, and Jacquemus are all growing. Fast. What does their growth say about how to grow in luxury today? link.medium.com/0HjEhldXCOb

honestly I am way more likely to consider Jaguar now than before. So there's that.

Holiday #shopping in #Copenhagen, & teddy bears on PRADA bags stopped me in my tracks. 🧸✨ Dare I say cute? Michelle Wiles' article 'How to Bring Back #Luxury Shoppers? Try Having More Fun.' explains. Top brands embrace fun, personality & surrealism. link.medium.com/PiFSuhsBMOb

Surprised salesforce lets Matthew McConaughey also advertise Uber eats during the Super Bowl - harder for both to stand out

michelob and oikos are the best ads imo. Oikos is not as fun as say the pringles mustache ad, but both Oikos and Michelob conveyed a clear positioning and occasion for purchase (beer for post workouts, protein) which will drive sales

300+ likes on 'Your brand guidelines are not enough' makes it my top Substack. TL;DR: You can’t just slap buzzwords in a doc and expect to become the next Nike or Liquid Death. Instead of logo, colors, and brand story: fill your brand book with actions. embeddedbrandstrategy.substack.com/p/your-brand-g…

New deep dive on the most interesting movie studio (and why the mega 3.5B valuation might be justified) medium.com/@michelle-wile…

First comes the innovator, then comes the innovative marketer. | by Michelle Wiles 🪄📈 | Oct, 2025 | Medium michelle-wiles.medium.com/first-comes-th…