Bradley Keefer

While Amazon.com entering the big-box format with its largest-ever store will be framed as a push to compete with Walmart and Costco and win more physical baskets, the real story is more focused on attribution and retail media. This is more than an expansion of where Amazon sells products. Rather, it’s expanding where it can…

If you're in marketing right now, you're likely exhausted. You’re not just running campaigns, but also fighting economic headwinds and answering to competing voices. You’re reforecasting weekly and your media plan is now on its fifth iteration. You finally earned more shelf space or a cleaner digital shelf, but velocity still slipped. It feels like…

The direct-to-consumer (DTC) landscape is shifting under the weight of rising customer acquisition costs, tariff threats, overdependence on Meta and Google, and a lack of long-term strategic planning. While performance marketing has fueled explosive short-term growth, it's also created fragile business models that often falter under pressure. The most resilient and profitable brands are those…