Jen Burkey

→ Trust that unconnected sparks electrify the work. Seemingly random inputs from art, history, nature, culture and beyond can jolt a strategy alive in ways category research on its own never will.

→ Ground strategy in deeper currents and primal truths. Human experience loops through the same themes across time and culture. When you tap into those... See more

Future of Triathlon Showing Positive Signs: IRONMAN Releases Data Highlighting Areas of Growth Globally, Survey Results Revealing Areas of Opportunity, and a Vision for Growing the Sport of Triathlon

Brands with “main character energy” aren’t afraid to:

• Talk to the camera


• Show behind the scenes


• Educate in your zone of genius


• Repurpose that content across channels

If you’re not showing up in your feed, why should customers believe you’re showing up for them?

Communities Scale Faster Than Campaigns

Social-first brands aren’t just posting content. They’re creating a world people want to belong to.

• Use story polls and comments to co-create


• Spotlight customers as creators


• Let your community shape language and content


• Reward engagement with more access—not just discounts

This isn’t “audience growth.” It’s... See more

If you want to resonate with culturally rich audiences, don’t just speak their language—honor their lineage. Build bridges between your mythology and theirs. Aspire with them, not at them.

Because the future of branding isn’t about chasing culture.

It’s about understanding where it’s been, and then dressing for where it’s going.