Sam Carter

Sam Carter, the CEO of Fospha, dives into the complexities of brand building in e-commerce. He discusses how essential brand equity is for commercial success and the tension between immediate sales and long-term growth. Carter shares insights on the necessity for startups to shift from performance marketing to comprehensive branding, offering strategies for budget allocation. The conversation also touches on the concept of 'digital rent' in brand awareness and the need for tailored approaches in brand advertising, as well as innovations in data analysis tools.