In this episode, host Brett Curry discusses seven essential habits that successful brands adopt, which struggling brands often overlook. He dives deep into the importance of measuring actionable metrics, respecting momentum in business growth, balancing brand and performance marketing, and understanding the dynamics of demand generation versus demand capture. Listen in and discover the timeless principles of marketing that remain relevant in today's fast-paced environment. An episode packed with actionable insights to enhance your e-commerce strategies for 2026.

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Sponsored by OMG Commerce - go to (https://www.omgcommerce.com/contact) and request your FREE strategy session today!

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Chapters:

(00:00) Intro

(03:08) Measuring Actionable Metrics

(07:55) The Importance of Momentum in Business

(11:00) Balancing Brand and Performance

(14:47) Demand Capture vs. Demand Generation

(17:24) Recover hidden Amazon revenue with Threecolts

(18:20) Incrementality in Marketing Measurement

(23:34) Creative Rhythms and Diversity

(26:56) Timeless Marketing Principles for Modern Success

(31:55) We Want to Help You Grow

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Connect With Brett:

1. LinkedIn: https://www.linkedin.com/in/thebrettcurry/
2. YouTube: https://www.youtube.com/@omgcommerce
3. Website: https://www.omgcommerce.com/
4. Request a Free Strategy Session: https://www.omgcommerce.com/contact

Relevant Links:

1. Join us in LA for Scale with YouTube Ads Live: omgcommerce.com/laevent
2. Sponsor Offer | Threecolts: https://threecolts.com

Past guests on eCommerce Evolution include Ezra Firestone, Steve Chou, Drew Sanocki, Jacques Spitzer, Jeremy Horowitz, Ryan Moran, Sean Frank, Andrew Youderian, Ryan McKenzie, Joseph Wilkins, Cody Wittick, Miki Agrawal, Justin Brooke, Nish Samantray, Kurt Elster, John Parkes, Chris Mercer, Rabah Rahil, Bear Handlon, JC Hite, Frederick Vallaeys, Preston Rutherford, Anthony Mink, Bill D’Allessandro, Stephane Colleu, Jeff Oxford, Bryan Porter and more

Hey there. Thanks for tuning into

the E-Commerce Evolution podcast.

We want to take just a minute and tell

you a little bit about my agency OMG

Commerce. Now we work with some of your

favorite eight and nine figure DTC and

omnichannel brands.

And our specialty is profitable scale.

We love taking great brands and

amplifying their growth profitably.

We've helped a number of brands go from

zero on YouTube to spending as much as a

million dollars in 90 days

while hitting a CAC or

CPA target.

We've also helped multiple brands

launch on Amazon or just add

scale to Amazon.

We took Boom Beauty from zero to

almost $6 million in sales their

first 12 months on Amazon.

So if you're not satisfied with

your current level of growth,

if you're looking to diversify channels,

maybe you're a little too dependent

on meta and you want to add YouTube or

you're not pleased with

your Amazon growth,

then we need to chat.

So visit

us omgcommerce.com, click

the Let's Talk button.

We'd love to schedule a complimentary

strategy session with you.

And with that back to the show.

Well hello and welcome to another edition

of the E-Commerce Evolution podcast.

I'm your host, Brett

Curry, CEO of OMG Commerce,

and today is a unique episode.

I'm flying solo on this episode,

and I thought this would be important

seven habits that the best brands adopt

that struggling brands do not.

And so if you want to make

this your best year yet,

which I think everything's going to line

up this year to make it possible for

this to be your best year, yet,

you need these habits in your business.

And here's what's interesting.

As an agency, we were with a lot

of eight and nine figure brands.

We partnered with brands

like Native and Mando,

dude Wipes and Jones Row

Beauty and Crumble Cookie

and a bunch of others. And we

just get to see the way a

lot of great brands operate.

We get to watch tens of millions

in spend through various

MTA platforms and in platform and

where we're strategizing and measuring.

And so we have a very unique perspective

as an agency at OM OMG Commerce.

And so I want to share with you what I

believe you need to do to make this the

best year yet. I love

the book Atomic Habits.

I fully believe what James Clear says

that you don't rise to the level of your

goals, you fall to the level

of your systems. And really,

systems is just another word for habits.

And then I've also heard another

quote recently that I love,

and this is one that I've had to apply

to OMG to my own business, my own life.

It's, Hey,

your current system is perfectly

designed to get the results you're

getting right now.

So don't like your results,

change your system or change your

habits. So I've got seven of them.

Let's get after it. First

one, the best brands.

They measure only what's actionable.

You can always tell if there's someone

kind of new to digital marketing,

new to Google Ads or new to Meta or just

new to DTC because they're just going

to puke up information.

They put together a deck,

it's going to be loaded

with every metric possible.

You have a discussion with them,

they're going to talk about all kinds

of stuff and a lot of it just does not

matter. However, the best

strategists, best agencies,

best brands,

they know the numbers that matter and

those numbers are the ones that are

actionable. Now, I like having more data.

I think having more data can be good,

but only if you know what to do with it.

And I think only if you go into

building a dashboard or running a meeting

or building a deck with the idea of

here's what we're going

to do based on this data.

So I'll give you three questions

that I really like before

starting some new initiatives, some

new marketing or growth initiative.

And this will help you

measure what's actionable.

So we get the privilege of working with

some pretty big brands who haven't run

YouTube, right? We're known as a

YouTube agency. We do more than that,

but that's what we're known for.

And so there were some pretty big brands

that have never been able to crack the

code on YouTube and we

help them scale on YouTube.

A few of the questions we ask ourselves

and then we discuss with the brand

before we launch are these. So one,

what do I expect to see?

So week one, month one,

month two, as we start to

scale, what do I expect to see?

What metrics do I expect

to be able to get an early

read on? And when I do,

what does that mean?

So what do I expect to see?

When do I expect to see it?

And then if what I see is better

than or worse than what I expected,

what am I going to do?

And so thinking this through

ahead of time is critical.

Otherwise you get a few weeks into a new

initiative or a new campaign or a new

channel and you're like, well,

here's the data. I dunno,

let's keep going, I guess.

And so a few things we'd want

to look at as an example.

So lemme just break down

YouTube for you a little bit.

We have different benchmarks we like

to look at for a variety of metrics,

but a few of them are view, rate

and click through right now,

these numbers don't really matter

in the sense that all I want is

sales, right? I want incremental

new sales, I want new customers.

I want this channel to grow my business

to drive new demand, things like that.

But all of these numbers

have a meaning and can

then inform an action.

So I've got different benchmarks I want

to see as far as view rate goes across

different placements,

whether that ads running on TV or shorts

or mobile nons shorts or tablets or

desktop or whatever. I know what

I'm expecting based on a category,

based on a type of ad. If it's lower

than that, I'm going to say, Hey,

I don't like the targeting. We're

speaking to the wrong people. Or two,

maybe I don't like the hook of this ad

or this ad isn't as good as we thought

because the numbers are showing

it. So if we see these numbers,

here's what we're going to do.

We're going to tweak the audience and

then we're going to go back to the drawing

board a little bit or tweak the ad.

So this is what I expect,

when will I expect to see it? And then

what action am I taking because of that?

Another just quick nerdy

thing that's YouTube related,

but this applies to really any area of

business. Looking at numbers like this,

inside of YouTube,

we see things that are called

engaged click conversions and

engaged view conversions.

So conversions that are click-based

versus conversions that are more engaged

view based.

Well that breakdown or

that composition can change

over time. Where some campaigns are

driving a lot of click conversions,

some campaigns driving a lot

of view conversions. Well,

I want to come into a campaign saying

this is what I expect it to be.

If it's say more view based and less

click-based,

then I'm going to have to look at

my in platform numbers differently.

I'm going to have to look at my triple

whale or north view numbers a little bit

differently. So this is what I

expect, but then based on what I see,

here's how I'm going to look at

this a little bit differently.

These are the actions I'm going to take.

So I believe every

internal marketing meeting,

every agency update,

every meeting you have with

yourself looking at something is,

here's what I expect. Here's

when I would expect it.

Here are the actions I'm

going to take when I see this.

So measure only what's actionable.

That's habit number one.

Habit number two, the best

brands respect momentum,

right?

Little actions today compound and

we'll make a difference in Q2,

Q3, Q4, and next year. It

was really interesting.

We managed a ton of

spend this past holiday,

black Friday, cyber Monday was

really great for most brands.

What's interesting is those that crush

and we had some big brands who were up

over a hundred percent year over year

for Black Friday Cyber Monday. All of the

brands that did well also

had very strong Q2 and Q3

numbers.

There was a couple of brands that did

not hit their numbers for holiday,

they were struggling. And you know what?

Those brands had been struggling all

year. Maybe it was inventory related,

maybe there were some measurement issues,

maybe there were some other

underlying factors in the business,

but it was a reminder to me,

you can't just flip a switch and

suddenly crush it as a brand.

Momentum matters. So I was just

looking at this for a brand recently.

They came to us and said, Hey, our

return customer numbers are down.

And we got looking a little

closer and we're like, yeah,

you missed your new customer

number for three or four

months in a row.

And so return customer numbers are

predicated on those new customer numbers.

And so we've got to build that momentum.

You can't just survive off of

efficiencies with return customers.

You have to be driving new customers.

You can't just let things run

in platform and then expect

to see improvements on search

and shopping and with your

meta retargeting if you are not doing

the little things day in and day out.

And so making little tweaks,

little adjustments, 1%

improvements here or there,

stack those up over the course of a

month and over the course of a year

and you are dramatically better

than you were before. Again,

that's kind of a principle of atomic

habits. I get 1% better every day.

I'm actually 360% better at

the end of the year than if I

just wait and try to make big

sweeping changes in one fell swoop.

And so that totally

applies to ad channels and

everything else.

And so another thing I would look at

is we see this all the time inside of,

we manage a lot of Google ad

accounts and we'll see man,

branded search really took

a dive this month. And just

side note, I don't think branded

search paid search is very incremental.

I think you should really limit

it, and there's ways to do that,

but it's still something that you want

to measure whether you're paying for it,

it's all organic. Usually though,

if branded search is down,

it's because meta is down

or YouTube is down or TV is

down.

So we have to respect

momentum and know that

momentum is built over time.

If you want a great q4,

a great holiday in 2026,

that starts right now.

Habit number three, the best brands,

they have the right mix of brand plus

performance.

One of the trends I'm seeing and I'm

hearing from some of our best clients is,

Hey, they're investing in organic social,

they're investing in some organic

reach. They want to build their brand.

And if you think about

brand, what is that? Right?

That's its personality,

its style, its positioning,

and one of my favorite definitions for

positioning is what the product does

and who it's for.

So Tylenol is this is like the any,

it's the headache medicine

really for everybody. Advil,

it's the aches and pain

medication really, again,

for anybody who is Nike.

Nike is the performance

footwear, athleisure,

whatever for athletes, people that play,

it's for athletes, right? I'm

wearing OnCloud shoes right now.

I love OnCloud shoes. I don't really

know how they want to position it,

but as I observe people that

are wearing on clouds, I'm like,

this is kind of position for people

over 40 that probably have pain in their

knees and they're wearing on clouds.

I don't think that's actually on

clouds positioning. I just see that.

Or people that are in the

nursing profession or on

their feet all the time or

whatever.

What is your brand or positioning?

I'm a believer that brand

is the ultimate moat.

It's the hardest thing to duplicate.

It's the hardest thing to recreate.

It's why I'm not bullish

on pure Chinese sellers of

stuff on Amazon. I'm

very bullish on brands.

So build a brand, but brand

can be a little bit squishy.

I can be a little bit

squishy and hard to measure.

And so getting the right mix

of brand plus performance,

and we see this now and we have the

privilege of working with native deodorant

as an example, working with

Moise Ali, the founder,

all the way through the exit with p and

g and then in part of the p and g for

five years. And so I got

to see it firsthand there.

I think some people look at the

bigger companies and they say, oh,

well they're just worried about brand.

That's all they care about. No, no, no.

They're measuring all kinds

of stuff. Very sophisticated.

We helped native grow in retail store.

There's some really sophisticated

ways to measure that.

But what the bigger brands know is

that running top of funnel and building

brand demand can be extremely profitable.

But on the performance side, we know

that we have to measure everything.

Everything we do has

to be held accountable.

My YouTube ad has to be accountable.

All of my meta ads have to be accountable

if I test connect the TV or if I'm

running Apple 11, all of

it has to be accountable,

but it's all measured a

little bit differently.

I'm going to measure my YouTube a

little bit differently than I measure my

Google shopping.

I'm going to measure my prospecting meta

differently than I'm going to measure

my retargeting meta and I'm

going to measure all that

differently than I measure

my app.

Love it.

And so having the right mix of brand

plus performance is incredibly valuable.

I heard on one of my favorite

podcasts, marketing Operators podcast,

shout out to the Connors and Cody,

Connor McDonald and Cody pla.

They were talking about,

Hey, I think brand spend,

you should be able to put

it on the balance sheet,

capitalize that because it's valuable.

It's like building a location. Really,

you can't do that, but

it kind of makes sense.

Spending and investing in brand pays

dividends for a long, long time.

But the best brands,

the top brands get the right

of brand plus performance.

You need to think that in

habit number four related,

but the best brands,

they get the right capture

and demand generation.

And so this is the world we've

lived in for a long time,

being a Google and a YouTube

shop and an Amazon shop,

is that there's a lot of activity,

a lot of growth to be had across most

verticals by just capturing existing

demand,

right? We're consulting right now with

a very large auto parts manufacturer,

and we've assessed their

business right on audit,

and we believe we can grow them

tremendously by a few multiples

just by leaning into demand capture

on Amazon. So we're going to do it,

but throw in some demand

generation there and you've

got a real winning formula.

So this mix of demand capture

and demand generation,

it does vary based on your

product. So boom by Cindy Joseph,

longtime client, shout

out to or Firestone, we've

managed their Google YouTube,

I think for nine years, 10

years, something like that,

maybe a little bit longer.

Helped them launch on Amazon.

They went from zero to 6 million a

year their first year on Amazon when we

launched them.

But this is one of those brands that's

interesting in that in the early days,

nobody was looking for age cosmetics.

That was not a search term.

They kind of invented it, so

nobody was looking for that.

So everything really had to be very

top of funnel or bottom of funnel.

There's really no mid funnel because

there wasn't existing demand for their

product. Now over time,

they've created this category.

Now a lot of skincare companies are

talking about age and things like that,

and so now there is kind of a mid funnel

and there is some existing demand that

other people are creating that boom can

go and capture. But in the early days,

it was all demand gen and a little bit

of bottom of funnel demand capture with

auto parts.

There's a whole lot of demand capture

right there in the middle of the funnel

that you can just go get and you'll still

do better to run some top of funnel,

some demand gen as well.

So the best brands get the right mix.

What does that look like?

What should that look like for you and

where are you missing opportunities?

We see this all the time, again,

because of the nature of our agency where

someone's smashing it on meta and we

help with meta as well, but

they're smashing it on meta,

but they've ignored non-brand

search. Well for certain categories,

a ton of categories, even vitamins

to auto, parts to apparel.

People are searching for stuff on

Google and you need to get your products

there. And so getting the right mix of

demand capture and demand generation,

that's what great brands do.

That's what you need to do as well.

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Next, once. This is habit number five,

the best brands they measure

and calibrate based on

incrementality. So really important,

I love multitouch attribution tools.

We have clients on Trip Whale,

north Beam and others. I love them.

They can be quite valuable connecting

data from Shopify and all the platforms

and kind of creating their spin

on what they think is happening.

So it's still very reliant on

click-based data, which yeah,

mms, like prescient and many others.

Media mix modeling tools or marketing

mix modeling tools. I love these.

These are correlation based.

So when spend on certain

platforms goes up or down,

what does that do to total sales?

And with that, you can look at, hey,

which of my optimal marketing mix be

and is this channel actually driving

performance or not? We've seen this a lot.

Where can we help brands launch on

YouTube or grow on YouTube where man,

as YouTube grows, tools

like Presant will say, whoa,

something going on here because

a sales move is happening

when we spend more on

YouTube. But here's the deal.

All of that needs to be calibrated

with incrementality tests, right?

So how are we pressure testing that?

How are we sanity checking

that and getting a good read

on whether we're looking

mostly in platform or we're looking

at an MTA like triple or North Beam or

whether we're using a an MM M tool.

Are we calibrating that

with incrementality? Now, house

Analytics gold standard for sure.

We've had the privilege of working

with House on a number of brands,

love looking at those reports.

Highly actionable if you

know what you're looking at.

But there's also other places to start.

And so this is something that Google's

leaning into. Meta is leaning into,

I think for this year, they're

going to lean more into it.

I think it's going to

become more table stakes.

I think all good brands are going to

be measuring incrementality at least in

platform if they're not doing something

like House or something more advanced.

But we see on the Google side as an

example is they've got a couple of tools,

but one is called conversion lift.

And this is similar to what a house

does. House does. Geo holdouts.

Hey, this part of the country,

we're going to run YouTube ads in it.

This other part of the country we're not

going to run YouTube ads

in, but everything else is

going to remain constant.

We're going to measure sales over

the course of two weeks, four weeks,

six weeks, plus a post treatment window.

And then we're going to see

how incremental was YouTube,

how many more sales did we get in these

treatment markets or test markets versus

the control? And that's going to give us

some data on how incremental was this?

Well, the cool thing is now Google

and Meta will do this for you.

You got to set it up, but they can do

holdouts or what's called user holdouts.

So what's cool about a user holdout is

basically what Google or Meta would be

saying is, Hey,

this is the universe of an audience

that is eligible to see your

ad,

meaning they fit your targeting and your

parameters and your campaign settings.

So this is a group of people

that could see your ad.

We're going to hold out a portion of them

and they won't see the ad and the rest

will. And then we're going to

measure what is the difference,

what's the difference or the delta

between those exposed to the ad and those

not exposed to the ad.

We did this for a large

home product brand recently,

and it was fascinating.

What we saw actually was the results

when they did the holdout tests

were better for YouTube

than even in platform.

And we were able to see kind of the

incremental lift in conversions,

purchase conversions, and add to car

conversions and overall roas and stuff.

It just gave a lot of confidence. It was

like, Hey, we were seeing good things.

We were seeing traffic increase, we're

seeing all these positive things.

We saw conversions in platform. But one

thing that happens now is even if you're

excluding past customers and you're

excluding visitors even getting really

restrictive on your exclusions, previous

customers are just going to sneak in.

They're just going to sneak in there.

And so we want to run these incrementality

studies to understand truly how

incremental was this campaign?

You can do the same thing with meta

now and run incrementality studies,

and eventually we're going to be able

to optimize for incrementality and some

really cool things like

that. And so the best brands,

they're continuously testing

incrementality because we've also seen,

and we've seen this with big brands

where they'll run an incrementality test

for connected TV or for YouTube

and they'll do it through a

non-peak part of the year. They'll

get an incrementality read,

they'll do another incrementality read

during a sale period or during a holiday,

and they may get a much different read.

There's a lot of noise and a lot of

stuff going on during holiday especially,

but also during other sales periods.

And so you've got to be continuously

looking at incrementality,

understanding how

incremental is a channel,

how incremental are different

offers or different ads,

and how incremental is it at a set spend,

because we may find that at a certain

spend, it's highly incremental.

You go too far beyond that and

it becomes less incremental.

And so the best brands as a habit,

they're measuring and

calibrating for incrementality.

Make this the year you get

serious about incrementality.

Habit number six,

the best brands they master

creative rhythms and creative

diversity.

And so this is something that we

lean into a lot as an everyone knows

that creative is the biggest lever.

You'll win or die as an agency

or as a brand based on your

creative. How good is it? How does it

resonate? How much the platforms love it,

how much the users love it, and

can we grow with this creative?

But you got to get the

right creative rhythms,

as we call these creative feedback loops.

These can be very compressed very fast,

or they can be a little bit more drawn

out depending on the channel that you're

leaning into. But ultimately we

need to start with a hypothesis.

Then we're going to ideate

for new ideas, right?

Then we're going to create some ads.

We're going to launch those

ads we're going to measure,

and then we're going to repeat.

So based on the measurement,

we're going to come with a new hypothesis,

new ideation, new creation launch,

and the cycle just goes on and on.

That's going to vary though, right?

Some of my friends that

run huge meta ads accounts,

they're launching a hundred ads a day

on YouTube. If you're just getting

started, you don't need nearly that many.

In fact, the system won't handle it.

You may need a handful and then

over time, a few dozen or whatever,

but you're constantly launching new

ads, testing them, learning from them,

iterating, launching new ones. If

you're running TV as an example,

we consult with bigger brands that are

successful on tv. We help with YouTube,

but with tv, it takes a little bit

longer, right? To hypothesize, to ideate,

to create, to launch, to measure,

and then to do the whole thing again.

But you've got to

establish creative rhythms.

They need to be part of your business,

structure them understand who owns them,

who owns which parts of them so that you

can really make magic happen with your

creative. And then also you

need creative diversity, right?

We're seeing this all the time now

with YouTube. We love partnering with

agencies like Raindrop, and we have

other editors who we work with,

but the best brands, we're

with a snack brand right now.

That was one of the fastest

starts on YouTube we've ever seen.

But they are really succeeding because

they have some really polished,

nice raindrop creative that

actually works great on tv,

but also mobile and desktop.

And then they've also got

some creator and UGC mashup,

so some real authentic raw

type of maybe learn about how

great the snack is,

but they're mashed up and they got

some style to it and they look great.

And then also top performing

videos from social.

And so we see this a lot

now across YouTube is the

best brands. Those are really scaling.

They've got some hero type videos,

something that's going to feel or

maybe lean a little more like tv,

but it can be direct response.

They've got some mashups of real stuff,

real creators, real customers,

and then they're taking the best

of what they have on paid social.

They're running that on YouTube shorts

and on mobile non shorts on YouTube.

I know creative diversity.

It's all the rage on meta now,

that's what Andromeda needs

is creative diversity.

And so the best brands,

they have creative rhythms,

creative feedback loops that

enable creative diversity that

then enable you to crush your

goals. We've also seen, and I

know this is true on meta as well,

you just have one type of creative,

you're going to hit ceilings.

It's going to stop working.

So you need that creative diversity

all powered by creative rhythms.

And number seven, finally,

the last habit is the best brands.

They understand what's timeless about

marketing so that they can crush what's

new.

This is where I think guys like me have

been around a while. I started running

marketing in the early two thousands,

so I'm 20 plus years now at this game.

Good marketing principles still apply

and understanding human behavior and

psychology and all those things that

matters. But here's what's interesting.

If you take a look at what really

matters with marketing, really,

and we all know creative is king, but

let's just set that aside for a minute.

What matters more than anything

else is who you're talking to.

If I sell dentures, which I don't,

but if I did actually hearing aids,

I used to work for some hearing

aid, big hearing aid companies,

if I'm selling hearing aids and

I'm running the best creative,

the best ads ever to

people in their twenties,

I'm going to struggle because they don't

need hearing aids. For the most part.

If I am selling the latest fashion,

latest hoodies, whatever,

to my dad who's 74,

he's not going to buy it because that's

not his style. So who you talk to really

matters, and I think it's the most

important. What is second most important?

I believe it's the offer.

What offer are you giving

someone that matters more than

anything else? If there is,

and the offer doesn't have

to be financially based,

it doesn't have to be a

discount or anything like that,

but offers can come in all kinds of

shapes and sizes offering you this

benefit at this price.

This is a killer offer.

I'm offering you this benefit at this

price with this kind of guarantee.

That's a great offer. So who

you speak to is most important.

The offer is second most important.

And then the way you position it,

the way you say it, all the elements

of your creative, that's third. Now,

what's interesting is with meta,

you're not picking your

targeting almost at all, right?

I know some people have

different philosophies there,

but mostly the creative is the targeting,

right? You're building an ad so

that you can reach the right person.

And so one way I think to frame this or

look at this is if you're not reaching

the right person, it's because you're

not saying the right thing, right?

That's what's true on meta. The creative

is the targeting. Now, on YouTube,

it's a little bit different. We

actually do some targeting, right?

We're actually picking some audiences

and we're targeting people based on what

they're searching for on Google,

what they're searching for on YouTube

or what they're in the market to buy and

things like that. But we're also using

the creative as targeting as well.

And then we're really thinking

through what is that offer?

Am I just talking about

the product and that's it?

Or is there an offer that I'm presenting

and making it very, very clear,

this is what you'll get from this product.

Here's how much it is.

It's a killer offer. And so thinking

through all of those things,

understanding what's core to marketing,

then you can apply it to what's

new and what's working right now.

That's why every year, and I've

started doing this again this year,

I revisit some of the classics,

Ogilvy on advertising,

scientific advertising by

Claude Hopkins, the style,

some of the things don't translate,

but the core still works.

Human nature still is human nature,

just we got different flavors and

different applications of things.

And it's interesting. I actually picked

up an advertising book from college.

It was like media buying.

And what's so interesting is I was looking

at some of the concepts and I'm like,

wait a minute. The platforms are

doing these things right now.

They're trying to

implement these like a cdi,

BDI report and other nerdy stuff like

that, but understand what's timeless,

so you can crush what's new.

That's a killer habit.

So let's review really quickly

here as we wrap up the best brands.

And if you want to have

these are seven habits you

need to adopt. Number one,

they measure only what's actual. You

need to measure only what's actual two.

They understand and respect momentum.

You can't just crush it overnight.

Momentum is built over time, deliberately,

systematically. Number three,

have the right balance of brand

plus creative. Number four,

strike the right balance of demand

generation and demand capture.

Number five,

measure and calibrate for incrementality

consistently, not just once,

but over time consistently. Number six,

master creative rhythms and

creative diversity. And finally,

number seven,

understand what's timeless about

marketing so you can crush what's new and

what's now. And so hope you enjoyed

this. Thank you so much for tuning in.

It means the world to us that you tune in.

Would love to see that review on

iTunes. If you found this

episode health helpful,

please share with someone else

and visit omg commerce.com.

If you want someone like our team

to take a look at your YouTube,

Amazon email or meta. And

with that, until next time,

thank you for listening. That'll

do it for this week's episode. Hey,

if you're serious about profitable scale

for your brand, we would love to chat.

Over the last 15 years,

we've worked with some amazing

brands like Native Boom, beauty,

Arctic Organify, crumble,

cookie, true Earth, and many,

many more. We want to help you unlock

new channels, find profitable scale,

have better creative, better campaign,

better measurement strategies,

and ultimately hope you have more fun and

grow in all of your relevant channels.

So take a look@omgcommerce.com,

and we can't wait to help

you scale profitably.