SpaceX – Elon-gated branding


This episode features Daniel McGowan and Louise Flynn, Growth Marketing Consultants for Fractal. They analyze space exploration, marketing’s final frontier, with SpaceX and the unconventional path they’re taking in reaching the stars. From appealing to B2B and stakeholders to a seamless brand marketing tied with Elon Musk, SpaceX is using its PR to win buy-in, expand its brand, and drive innovation on the world stage.


02:37 SpaceX B2B marketing: Securing buy-in from governments and taxpayers

09:54 Founder marketing: SpaceX is Elon Musk

15:41 SpaceX PR: Taking people along the ride to space

19:48 Competition and brands attach themselves to Elon Musk

24:26 Cross-promotion gold with Tesla and SpaceX


06:59 “There’s this fine line I think they’re treading to. It’s like, how much can we go ahead, how much can we use the Uber model and just do things versus how much should we be working with the governments? And that really does reflect in their marketing.”

15:50 “These guys have done probably one of the best PR stunts in the last few years with launching a car into space. I mean that’s something that you only see with the biggest, boldest brands in the B2C space.”

16:40 “The wider stakeholder are prepared for mistakes. They’re okay with failure because they see guys being on the fringe of the next innovation wave, rather than trailing.”

23:47 “We see how far this brand can stretch and what opportunities don’t come because it’s all about the noise and the brand and the story, and maybe not enough of a focus on the way it’s sold, the way it’s serviced, the way it aligns with their customers.”

Pet Circle – Instagram and Subscriptions


This episode welcomes back Daniel McGowan and Louise Flynn, Growth Marketing Consultants for Fractal, as they pick apart Pet Circle’s subscription marketing model. The company leverages social media to create social proof to reach their well-defined target audience: people with disposable income, use subscription services and, are time-poor. The brand is focused on making life easy and solving problems and this is evident even with its efficient packaging and logistics.


01:56 Pet Circle subscriptions: Convenience with a catch

07:23 Using a data-driven approach to sell a commodity

12:45 Instagram for UGC, social proof, and incentivisation 

22:12 Pet Circle branding with social media and expert packaging


08:27 “They’ve done a couple of things that I think, at a marketing level, are very much about data-driven marketing and personalisation to kind of drive where they’re taking their marketing strategy.”

08:43 “What is something that everyone’s selling and how do you structure your go-to-market and your offering and your pure-play store to achieve the same ends of a viable business with regular custom?”

13:51 “It is low-cost, high-impact social proof, social marketing. It’s pretty simple and, to me, I like it. I think it’s a great strategy and they’re doing a good job.”

15:15 “They’ve got the packaging to go with it and they’re incentivized. So tips and tricks for the kids playing at home, if you want that kind of influencer play, you do need to build the atmosphere to get that great photo.”

26:33 “The subscription-only just reinforces back to the brands they’re carrying that they’re again ensuring that, when someone comes into the Pet Circle sphere of influence, they’re going to stay there no matter if they’re intermittent buyers or whether they just want the problem solved.”

SEMrush – Fast Brands and Community


This episode features Daniel McGowan and Louise Flynn, Growth Marketing Consultants for Fractal as they provide a marketing review and analysis of SEMrush.

They analyze the company’s dependence on Google and the way the brand appeals to their niche: end-users of a certain size that want to take their analyses in-house.

They also discuss SEMrush’s legacy as a fast brand, its wins and losses in pursuing an all-in-one offering, their evolution as an award-giving body, and what all this means for the company moving forward.


02:35 SEMrush: An interface to Google and a vulnerability to redundancy

07:02 Target market: Appealing to agencies versus end-users

16:05 Offering an all-in-one product: Pros and Cons

20:43 SEMrush Search Awards: Driving community forward

25:15 Certificates: A specialization or lock-in?


07:12 “We’re not looking to be a platform that supports every type of marketer–brand marketers, automation marketers. We are going with the prevailing wind which is, in the last 5 years, all the new jobs are digitally-focused.”

07:38 “There is a lot of benefit and growth in the automation space but ultimately where the money is and where the focus is for most business is in their digital space and supporting their digital teams.”

20:18 “They’re making sure that everyone around the digital operation is covered. There’s the analyst, the PPC guy, the SEO guy, and now the supporting content, bringing them all into the ecosystem. It’s all-in-one. You’re all using the same tool.”

21:46 “The benefit of being a company that’s been around a while now is that you now have a community that can do the work for you. And yes, that can be case studies and testimonials and all that sort of things, but awards are even better.”

26:53 “It actually hurts someone who has a SEMrush certificate, who does all this stuff, who knows all that, to go to a competitor because those competitors may have different ways of doing things and that certificate that you spent all that time getting means nothing.”


The flow of WebFlow: how a great product locks-in their users with Lachlan Kirkwood

This episode of Fractal Marketing features Lachlan Kirkwood, Digital Marketing Specialist and Founder of ClickThrough. He discusses Webflow, a champion of the no-code movement, and drills down their marketing strategies from content to paid advertising that fosters a robust online community of success stories.

By building a great product supported by informative content, Webflow creates lock-in with their users while still providing exportable features—ultimately resulting in social proof. The company is poised to take on WordPress and Wix by offering a similar service with the benefits of using no-code in the process.


01:29 Introduction to Webflow and the no-code movement

07:00 Webflow’s content strategy: Blogs, YouTube, and forums,

14:04 Paid advertising strategy and branding

19:55 Creating lock-in with a genuinely good product

32:35 Generating social proof with a product that integrates with third-parties


08:46 “Their main educational content is things like a series where they actually educate those users or those personas on how to better themselves. So they’ve got a blog series for building an agency or building a website with good SEO.”

10:35 “What they really focused on with YouTube is just putting out, again, really good tutorials on how to use their products, how to use no-code, how to build replica products, things like Uber or Instagram with no-code.”

20:09 “Webflow is, similar to Bubble, is free-to-use while you build your product. You’ll only pay for it once you put it into production environment. So by that point you’ve really built your application. You’re not going to want to rebuild that on another platform.”

27:47 “They do want to become the next WordPress or Wix and they have the chance of that becoming a real scenario so they want to, for the new people coming into no-code, to be able to provide those services where it is a one-click web hosting”

29:05 “Webflow, being more of a static kind of website builder that integrates with third-party tools to make that kind of logic possible, you can just export all your custom HTMLs and CSS.”


Webflow’s website:

ClickThrough’s website:

Lachlan’s Twitter:


Numa and the Power of Case Studies with Andrew Miller

This episode of Fractal Marketing features Andrew Miller, Startup Marketing Advisor & Coach at AndrewStartups. He discusses Numa, an AI that answers calls for businesses and the strategies they use to pitch to retail SMB’s. Gerard and Andrew take a closer look at their website and the ways Numa creates trust in their ideal customers.

Andrew details the way companies can utilize concepts like loss aversion and split testing to really figure out who they should be marketing to. He also provides actionable tips on outreach to provide real value in their messaging because the desire to help allows businesses to be aggressive in their marketing.


01:01 Introduction to Numa: Andrew’s experience

06:35 Capitalizing on loss aversion and utilizing split testing

10:26 Examining Numa’s on-site tools and strategies

20:32 Outreach strategies: How to catching attention with value propositions

25:44 A desire to help enables aggressive marketing


06:22 “Numa’s a hundred bucks a month. It’s an incredible way for any business to get a couple more sales a month guaranteed for just a hundred bucks. It’s an easier pitch than you think now.”

12:55 “The bottom line is, if you’re a bootstrapped company, use every single opportunity to not pay for something.”

17:24 “Social proof is the reason why influencer marketing exists and sometimes beats paid advertising. We are social creatures. Even if it’s fake, we believe it. And we believe it more than if we just saw the company talk about it on their own.”

23:46 “I’m focused on what am I saying, how am I saying it, and is there a lot of value in my message. And if there is, I know it’s going to be received well enough. The same has been true with hundreds of companies I’ve run automated campaigns for.”

28:29 “When you really feel like you’re spending this time and this effort in your life trying to solve this problem, then you can be aggressive in the marketing. You’re always focused on helping this segment.”

25:44 A desire to help enables aggressive marketing


Numa’s website:

Andrew’s website:

Andrew’s email: [email protected]

Andrew’s Book

25% off my course link and write up for the episode:

Kajabi picking a positioning fight with every B2B SaaS company – Guest Louise Flynn

This episode features Louise Flynn, Founder and Marketing Advisor at Rulu Marketing. She talks about Kajabi, an online business platform that replaces multiple tools and offers a full-stack solution to solopreneurs, and how it positions itself to this very specific target market.

Louise and Gerard discuss their free trial offer and the curious credit card requirement that comes with it. They also break down the company’s acquisition strategies, marketing funnels, as well as their incidental success with the world’s increased reliance on digital communication today.


02:51 Kajabi: Offering a full-stack solution

08:06 Leveraging the community of brands that use Kajabi

14:53 Kajabi’s 14-day free trial and credit card requirement

19:45 Discussing acquisition strategies and marketing funnels

33:38 Product marketing successes


07:13 “For some who find the technology a little bit overwhelming, the aspirational brand messaging really brings them forward, brings them through and they begin to see the life with Kajabi in it.”

09:20 “They have a heroes program that they talk about where they’re constantly sending out merch just to reward people for hitting certain revenue targets on the platform. So they’re trying to actively engage the community.”

21:20 “I don’t see a lot of marketing outside of the website and I wonder why that is whether they just were used to being bootstrapped and they haven’t built a big enough acquisition funnel with enough different aspects to it.”

27:09 “If you pick a very specific persona, that promise has to really land. You can’t really build the huge dream. It’s got to be so relevant and they seem to be targeting a persona which is business-driven coaches and consultants.”

34:59 “Instead of trying to kind of be everything to everyone and not being able to secure any of the market, they’ve just decided on the type of person that’s interesting to them.”


Kajabi demo (credit card required):

Kajabi Access for $99:

Kajabi on Facebook Business:

Fall Guys Marketing Launch Review with Daniel McGowan

In this episode of Fractal Marketing features Daniel McGowan, Co-Founder at Humble Links, discusses the almost overnight rise to fame of Fall Guys: Ultimate Knockout. Today, Daniel introduces what makes the game so unique and its appeal to gamers. He explains the role of their Twitter in growing the brand and how having a gamer manage it had been central in communicating the language of gamers to gamers. Daniel also explores the advantages of indie game developers and how the stage is set for them to achieve massive success moving forward.


01:23 “It’s kind of like those original Japanese game shows where they put their contestants through hell, except these ones are like jelly beans with legs.”
04:19 “They just had a really good Twitter account. They really pushed memes everywhere and I think it really captured their audience because their audience, gamers, are just who they are.”
16:13 “Most of the user content has come from people griefing other people. Like there’s a special stage where there’s only one little bridge and people can stand on that bridge and other people try to get on it, they get knocked off.”
21:57 “Any branding, or any marketing for any company, is community. Community with a face. Not so much community but a community with a face. Having someone behind who is driving your community that everybody knows. And independent studios get to do that.” 22:54 “I think indie developers are in a really good position to be able to use that to push forward that thing.”


01:07 Introducing Fall Guys
04:08 Utilizing “memekating” and TimTheTatman’s accidental influence
11:37 Putting a gamer in charge of the Fall Guys Twitter
20:07 Indie game developers: Growing the community and finding success
26:57 Humble Links: Cultivating influencers and their relationships with brands

JB Hi-Fi – Marketing genius or lucky last man standing?

This episode of Fractal Marketing is called “JB HI-Fi, Marketing Darling or Dead End?” with Jason Le, Managing Director at JRNY Digital.

Today, Jason and Gerard pick apart the brand’s omnichannel approach to marketing to see which are effective in a shrinking market. 

They discuss Click & Collect in an apparent bid to upsell their other inventory with higher profit margins. They also discuss the decision to pass up on zipPay and Afterpay, the purpose of maintaining physical stores, and a possible long term strategy to pivot the brand and stand out.


02:21 Click & Collect: A hybrid e-commerce model that tailors the user experience  

14:17 Avoiding zipPay and Afterpay, a strategic profitability decision?

16:32 Physical stores: Fostering trust and brand recall

22:55 Jobkeeper reduction and discretionary purchasing will hurt retail 

27:09 Adding a face to the brand to build customer loyalty


02:33 “The other option is Click & Collect which is where they have to purchase something online but they come in store where they have to pick it up and then they get upsold all these different items.”

15:21 “If you offered Afterpay on JB Hi-Fi products or zipPay or something like that for a thousand dollar, two thousand dollar laptops, your sales would probably go through the roof. However, in terms of your bottom line, I don’t know how beneficial that would actually be.”

21:45 “Maybe the physical stores would serve a different purpose, more like showrooms like you mentioned, educating people on what they can buy and maybe anchoring people through value-adding.”

25:41 “Payments are going to be winding back. People probably aren’t going to be as willing to spend money. They really need to find out a way to either maintain that spending with a lot of value to customer or figure out how to incentivize those large purchases.”

29:08 “You need to build that loyalty to the customer. Whether it’s getting influencers in or having more of a face to the brand, showing what you stand for, I think that’s probably where I’d look at.”


Koala Mattresses: A Brand Strategy Review with Melissa Packham

This episode of Fractal Marketing is called “Koala Mattresses: A Brand Strategy Review” with Melissa Packham, Chief Brand Strategist at A Brand Is Not A Logo. Today, Melissa starts off with Koala’s name recall and going international.

They then discuss Koala’s guerilla marketing choices, their disruption of the industry with superior offerings, and their success in challenging titans in the business. Melissa also unpacks Koala’s logo and their choice to be transparent as an ethical and socially-conscious brand.


01:38 Analyzing Koala as a brand name 

07:00 Disrupting the industry and challenging the competition 

13:53 Discussing traditional marketing channels and Koala’s logo

21:52 Embracing the future and being a socially-conscious brand


02:35 “It’s obviously a strong hook for them overseas because the association with cuddly koalas and Australia is so strong.”

07:49 “They set out not with the intention to launch a mattress, they set out to disrupt a category by improving customer experience.”

20:19 “The lower case kinds of suggests that it’s more approachable and modern than a very Times New Roman kind of Serif typography choice there. In terms of visual, it’s already saying that it’s a modern brand.”

22:30 “The reason more businesses are stepping up to the plate on doing social good is because, quite frankly, consumers are demanding it and have been demanding it for years. And it is definitely the global majority now.”

27:00 “People trust brands. They trust brands to take action and so that’s why they’ve trusted brands for so long and now they’re actively choosing brands that align with their values. And, in fact, they trust them more than governments.”

Don’t fear your Trumpian brand

In the US, voting is optional, just like our consumer spending is.

And Trump (maybe unwittingly) has discovered that it doesn’t matter how many people hate you, just how many people love you. Because if your ‘love’ something, then you get out and vote for it. or you’ll get out and buy it.


In this short podcast episode, I discuss why great brands will always attract some haters, and we need to learn to embrace that.