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 | 17 | Founded | 3 months ago | Last Issue | 4 days ago |
| Active | |||||
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unseenbillions.substack.comLatest Issues
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...
Starbucks Paid Its Baristas Crumbs, Flew Its CEO Private, and Lost $9 Billion.
Why would anyone pay eight dollars for a Starbucks latte when there’s a local coffee shop down the street selling it cheaper? Start there, because the real answer explains everything else in this piece.
I can answer that myself, because fo...
Target Fired 2,300 Corporate Jobs, Kept the Board That Lost $60 Billion, and Called It a Turnaround.
Part 2 of The Target Brand Autopsy. By Editmybrand · Forensic Brand Strategy. UNSEEN BILLION
Target fired 2,300 corporate employees in ten months. Kept every board member investors tried to remove, including the two singled out by name. Wa...
Wall Street Is Wrong About Macy's, and They're Going to Lose $1.2 Billion Finding Out.
Part Two, a forensic revenue forecast: the $1.2 billion the numbers don't add up to, and the September date that proves who's right.
I find it hilarious, honestly.
Chipotle's Boardroom Sold Out the Middle Class for Richer Customers. It Cost Them $43 Billion.
Summer 2010. My third summer in America. I’d never seen a Chipotle before. Not in 2004. Not in 2007. It simply wasn’t part of the world I knew.
That summer I was in Union Square in San Francisco, visiting my uncle, and there it was. A line...
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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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