Brain Hurt Scale = 2/10. Everyone talks about the difference between performance and brand - but transitioning from one to the other is often fraught with uncertainty and change that requires both a different mindset, culture and measurement approach. So how do you do it?

Preston Rutherford was Shopify Plus' first customers and built SF DTC brand Chubbies into a successful $100mil exit. He's now has taken some of the measurement infrastructure he built in house to help his decision-making and rolled this into his newest software venture which aims to help other companies do the same.

So what approaches do you take early on that don't make much sense later.

What does brand marketing even mean?

Hear from someone who's built a $100mil business and sold it via a successful exit - instead of listening to a speaking circuit stalwart / agency vendor lackey.

The choice is yours.