Why more brands need to start 'after parties' 🪩

Something sinister happened over the past algorithmically driven decade: brands took a sharp turn toward efficiency and benefits mindshare, often focusing on a laundry list of functional and emotional whoop-de-doos.

It’s this paint-inside-the-lines mentality that stokes irrelevancy and meaninglessness. And the whole point of a brand is to create an ... See more

Quality content without marketing has a chance, but content with perfected cultural-fit marketing is poised for stardom.

Something about social media feels different this year.We’re watching a fundamental shift in how and where people want to engage online. As trust declines and user habits evolve, it’s clear we’re heading toward a new phase of social. So what does that mean for brands, users, and the future of social as we know it?🌊 Big platforms are losing their g... See more

One of the benefits of producing consistent creative work is that it comes with a narrative network effect: The more people who know and love the story of an object, the stronger the tie to that object becomes. For a brand like MSCHF, success might not always come from money—sometimes, it comes from products that reinforce how they want to articula... See more

If you pay attention, you’ll see that today’s winning brands understand the customer’s story is the only one that matters. Your most important job as a brand is to show people whom they can become with your product.

Great brands know this and understand they are in the business of helping people realize their potential, regardless of what the produc... See more