How top D2C brands stay "Un-Copiable"

Here's a wild thought:

What if your competitor's most successful funnel... is actually a decoy?

Not intentionally. But functionally.

Think about it:

You can reverse-engineer their pages. Steal their copy. Clone their funnel architecture. Match their price points.

You can build the exact same "free trial after purchase" flow, subscription bundling strategy, urgency timers, email sequences…

But you're flying blind on the math that makes it work.

Because YOUR math is not THEIR math.

→ You don't know their trial-to-paid conversion
→ You don't know their average customer lifetime value
→ You don't know what CAC they can tolerate because you don't know their backend LTV, COGS, etc.

So you copy the funnel. It doesn't work. And you conclude the model is flawed.

Meanwhile, they keep scaling.

This is what we call "confusion as a moat" — and it's how the biggest D2C players create advantages that literally can't be copied.

Even when everything is visible.

The latest issue of The Dashboard breaks down this entire framework, including:

• The "barbell strategy" every resilient D2C brand needs to survive (and scale)

• Ford vs. Tesla & what that means for your D2C business

• How one "imaginary" brand accidentally tripled LTV by discovering its “unique asymmetry”

• Why  confusion is a competitive advantage

• (and much more)

👉 Read the full breakdown here

Have a great week!

The Funnel of the Week Team

PS - The Dashboard is where Brat shares weekly notes on building Bratrax, buying media, and making sense of performance data - without the fluff.

PPS - Send this link to a friend who needs it: blog.bratrax.com