About
Naomi Tanaka is the Chief Marketing Officer at Olive & Stone, a digitally native premium home goods brand with operations in 14 countries. Before Olive & Stone, Naomi led brand at two consumer companies through high-growth phases and earlier in her career spent six years at a top global creative agency working on category-defining campaigns for several Fortune 500 brands. She writes about the long-term economics of brand building, the limits of performance marketing, and the operational discipline required to scale a consumer brand without diluting it.
Writing
Performance Marketing Is a Tax on Brands That Did Not Get Built
Every consumer company spending forty percent of revenue on Meta and Google has, somewhere along the way, made the decision to not build a brand. Some of them made it on purpose. Most did not.
February 13, 2026
What Your Customer Reviews Are Actually Telling You
Consumer brands obsess over star ratings and miss the much more useful signal sitting in plain sight inside the review text.
February 5, 2026
The Three Brand Decisions Most Consumer Founders Get Wrong
After fifteen years inside consumer brands, three early decisions correlate almost perfectly with whether the brand will still matter in a decade.
December 17, 2025