The Marketing Millennials How To Measure Brand with Preston Rutherford, Co-founder of Chubbies | Ep. 367
Nov 19, 2025
Join Preston Rutherford, co-founder of Chubbies, known for transforming DTC brand growth, as he discusses innovative strategies for measuring brand effectively. He argues that brand should be treated like a performance channel, emphasizing community-driven growth and creative content. Learn about optimizing brand search metrics, escaping the discount trap, and using engagement tactics that boost long-term profitability. Preston also highlights the power of organic content in enhancing paid ad performance, offering practical insights for sustainable brand success.
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Measure Brand With Performance Metrics
- Much of performance data is modeled and incremental impact is unclear after iOS changes.
- Preston argues brand should be measured like performance via brand searches and conversions from those searches.
Make Brand Searches A KPI
- Start obsessively tracking brand searches and total clicks from those searches as a KPI.
- Assign ownership for that metric and optimize spend for how many searches you drive per dollar.
Start Free, Pay To Amplify Engagement
- Start with free organic tactics: create interesting social content and stunts that earn attention.
- Then pay to amplify high-engagement content and optimize for follows, shares, and engagements rather than only purchases.