Real projects. Real data. Documented as they unfold.
I test strategies on my own brands before recommending them to clients. These case studies track what’s working, what’s not, and why.
Current Series:
HERITAGE GLITCH: Building a Print On Demand clothing brand through search and AI visibility, not ads. A real-time experiment in topical authority.
Excerpt : Every T-shirt brand in India competes on design. Funny quotes, trending memes, fandom prints. The designs get copied within 48 hours. There is no moat.
I wanted to build a moat around something harder to replicate: topical authority on product quality.
Heritage Glitch uses 240 GSM fabric, significantly thicker than the 180 GSM industry standard. When I analysed search behaviour, I found something interesting. People searching for GSM-related queries were not textile students or researchers. They were quality-conscious buyers in the consideration phase, willing to pay a premium for a T-shirt that lasts.
Almost no Clothing brand in India was creating educational content around this. The gap was wide open.