"... A whole PhD thesis on discounting strategies and the psychological implications of that. So, it can be a drug as a brand … we know it's going to drive conversions, whether it's going to bring you the right type of customers that's for every brand to experiment with"
Most brands selling their product online know how affiliate marketing works. They, often, also know the power of community. But they cannot find a way to marry these two ideas to generate growth strategies.
Growth for online brands in a privacy-first advertising world has also become a challenge. In the absence of deep targeting data from Facebook and iOS, brands have been forced to get scrappy.
In episode 84 of the Customers Who Click podcast, I talked to Srdjan (Serge) Popovic, CMO of Crossrope, about how their brand navigated the challenge of privacy-first advertising by capitalizing on their Facebook community & affiliate partners. 
With Crossrope, Serge is on a mission to inspire millions to discover a fun, new way to get fit - weighted jump ropes. He oversees all facets of their marketing strategy (customer acquisition, retention, experience) and marketing team (talent acquisition and retention). Before becoming a marketer, Serge has been a mechanical engineer and a pretty successful YouTuber.
You can talk to Srdjan on LinkedIn or check out Crossrope’s product on their website.