Alexander Novicov – Medium

Alexander Novicov

Featured Book

Not Another Pair of Shoes: Building Your Brand's Story And Purpose

Not Another Pair of Shoes: Building Your Brand's Story And Purpose

The book is about how companies can build a meaningful brand by articulating their purpose that is beyond making a profit.

2021

Alexander Novicov

Alexander Novicov

Stories

Alexander Novicov

How To Sell An Emotion Rather Than Product

A couple of weeks ago, British Airways launched a new outdoor campaign with stunning photography showing passengers gazing from the window…

6 min readApr 11, 2024

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How To Sell An Emotion Rather Than Product

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Alexander Novicov

Deconstructing Blank Street Coffee

I came across Blank Street Coffee randomly when I saw that a small Pret A Manger in Kings Cross had closed and instead, around the block…

7 min readApr 4, 2024

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Deconstructing Blank Street Coffee

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Alexander Novicov

How This Brand Went From Non Existent Engagement To Millions Of Views

Imagine having 26 odd likes on your Instagram account and zero comments. You are an app that wants to promote food, and in particular…

5 min readMar 7, 2024

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Alexander Novicov

Don’t compete on taste. You will lose.

Imagine you have just discovered a brand new coffee brand. You fall in love with the taste, you love the packaging, and the whole thing…

8 min readFeb 21, 2024

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Don’t compete on taste. You will lose.

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Alexander Novicov

Four Ingredients Adventure Companies Are Missing Out On For Growth

Steve, a friend of mine, asked me a couple of weeks ago if I wanted to do an endurance race with him. I was intrigued, of course. A…

8 min readFeb 5, 2024

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Four Ingredients Adventure Companies Are Missing Out On For Growth

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Alexander Novicov

How To Get More Attention To Sell More In Fitness

Every single business owner wants to sell more. What we’ve been taught in the past 100 years is that to sell more we need more people to…

4 min readJan 31, 2024

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How To Get More Attention To Sell More In Fitness

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Alexander Novicov

HOW TO GROW YOUR SOCIAL MEDIA BY 37%

This is how I increased my clients’ followers on Instagram by 37% in 60 days.

8 min readDec 20, 2023

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HOW TO GROW YOUR SOCIAL MEDIA BY 37%

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Alexander Novicov

How I Will Challenge Myself in 2024

I don’t think that 01st of January is a great way to start a new year. Most New Year Resolutions fail in the first month.

5 min readSep 23, 2023

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How I Will Challenge Myself in 2024

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Alexander Novicov

10 Fitness Marketing Ideas

When people ask how they can promote their fitness business, they usually end up with the same generic advice: get on social media, post on…

4 min readSep 7, 2023

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10 Fitness Marketing Ideas

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Alexander Novicov

How To Market To Cool People

This morning I went to get an oat latte from Pret and complimented the woman in front of me. She was wearing a pair of ON running shoes.

6 min readAug 31, 2023

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How To Market To Cool People

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Alexander Novicov

Alexander Novicov

Book Author

I wake up every day striving to become the best version of myself. I’m a human, an author, ultra runner, skydiver, speaker and CEO at Way Boutique Agency.

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