Unseen Billions™
Forensic brand autopsies for consumer brands. I track the structural leaks costing you millions before they show up in your P&L.
| Platform |  | Pricing | Freemium | Publishes | Twice weekly |
|---|---|---|---|---|---|
| Issues | 21 | Founded | 3 months ago | Last Issue | 10 days ago |
| Active | |||||
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unseenbillions.substack.comLatest Issues
JCPenney didn’t lose $12 billion because Americans suddenly stopped shopping
I don’t know a single person who’d pick JCPenney for back-to-school shopping. Not one. And I don’t say that to be mean. I say it because when a brand becomes irrelevant, that’s the tell, not the mall traffic numbers, not the earnings call,...
Chipotle Spent $630 Million Buying Its Own Stock Instead of Fixing Its Tired Stores. That's Not a Turnaround, It's a Payout.
The Chipotle Brand Autopsy, Part 2: The Receipts
Chipotle just had its best quarter in over a year. The stock popped 13% in a day. The CEO went on the earnings call and basically said “told you so.” And underneath all of that, a $60 millio...
Disney Broke Its Childhood Promise, Paid Its CEO $45.8 Million, and Lost $190 Billion.
I’m a millennial, born in the 90s, and I think I’m one of the kids the Disney Renaissance was actually built for. Not the Walt-era Disney. The one Michael Eisner and Jeffrey Katzenberg deliberately engineered starting in 1989, when T...
Porsche's Boardroom Had Every Warning. It Chose the Wrong Ones. Cost: €70 Billion.
The Porsche Brand Autopsy, Part 2: The Receipts By Editmybrand · Forensic Brand Strategy UNSEEN BILLIONS™
In 3 days, on July 29, 2026, Porsche reports its half year earnings. This piece comes out before that date, using numbers that are al...
CEO Eddie Lampert Drained $2 Billion From Sears. Left It With Five Stores
At least ten people have asked me to do this one since I started writing brand autopsies. Former Sears employees. People with thirty years in retail. People who watched Sears fall apart and never got a real answer for why. There’s something...
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Forensic brand autopsies. I expose why major consumer brands fail before the board sees it coming. Subscribe for weekly breakdowns of retail collapse and strategic misreads.
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