Our Big Brand Vision? Going welI, I think!

“The only reason Recess isn’t available on Amazon and everywhere right now is because the regulation around CBD isn’t clear. Recess would be orders of magnitude bigger today if the regulation around CBD was clarified. I’m a proponent. I get why some founders, Emily at Glossier, don’t want to sell on Amazon right now. But a drink is a different type... See more

Some companies go all in on the ecstasy - ‘here’s our magical vision for the future’. Others commit to the laundry - look at our rich feature-set isn’t it amazing?”

Like many online brands, Outdoor Voices recently launched a lifestyle publication, The Recreationalist, featuring how-tos, interviews, playlists, and city guides. It looks nice, and I believe in the power of content, community, and commerce. But it’s too removed from the brand and product.

Template: take a really brocken D2C product and create a brand with a great design and website. Go to the FSA store to find products or to your local retailer and find products with a sea of sameness (all products look the same). Use growth marketing techniques on them: show the benefits, not the features (contents like Vitamin C), and use pronounc... See more

Creating a sense of wonder is becoming ever-more important for brands looking to help move consumers and create deeper connections. As this shift gathers steam, brands should be looking towards fictional worlds and immersive environments for inspiration.

As real life becomes less attractive, with consumers having to navigate uncertainties around the... See more