The real cost of counterfeiting is not lost sales. Lost sales are simply the easiest part to measure, and for most brands they are the… Read More »The real cost of counterfeiting: revenue, safety and brand damage

Communities form around shared use, not shared admiration. If you want to build a community around a product, start with the thing people are already… Read More »How brands build a community around a product, not just a logo

The Ecodesign for Sustainable Products Regulation entered into force in July 2024, and it applies to almost every physical product sold in the EU. It… Read More »ESPR: the law, the timeline, and what it actually requires of you

The circular economy is not one thing a brand does. It is five different business models sharing a diagram: reuse, refill, repair, resell and recycle.… Read More »What the circular economy actually means for a brand that sells physical things

For most brands, nothing happens next. The first week of ownership is the highest-attention window a brand will ever get with a customer, and it… Read More »Your customer bought the product. What happens next?

A Digital Product Passport is a structured set of data about a specific product, held in a standard format, and reachable directly from the product… Read More »What is a Digital Product Passport?

Most brands spend everything getting the sale and go quiet the moment it happens. Customer engagement after the purchase, and why the product itself is… Read More »What is customer engagement, and why does it stop at the checkout?