Robin Good

V – Brand is an environment

Stop thinking of your brand as a profile picture and social media bio.

Brand is an environment where people come to transform.

Brand is the little world you are inviting others into.

So who survives?

First, creators who publish citable work . Newsletter writers who go deep on one thing. Analysts who publish original data. Technical writers who explain complex topics in a way that can be pulled apart and quoted. Agents like them because they produce high-signal content, and humans trust them because when an agent says “Carly... See more

The only way I’m reading something is if there’s an extremely strong trust signal — which basically means it’s been written or boosted by someone I’ve heard of. Otherwise my default position is scepticism.

In such an environment, making it as a “nobody” is nearly impossible.

Something is shifting in the influencer landscape. The era of the polished macro influencer, massive reach, aspirational aesthetics, transactional brand deals is giving way to something more interesting: micro influencers who own a specific cultural territory and speak with a genuine point of view. Substack is part of this shift. Audiences are... See more

In a world of infinite content, the creator who curates, who brings taste, context, and a lived point of view, becomes the person people trust to guide them.

Curation and taste are a cultural chicken and egg, each fuels the other in a virtuous cycle: curators apply their taste to what they select, and exposure to that curation, in turn, refines everyone else’s.

With AI, the tools have become cheap and the content creation templates are easily available. AI has accelerated the content creation process where producing something good enough takes a fraction of the time and effort it used to. And because of this, everyone is producing more and more content.

This leads to a level of content saturation that... See more

What we see as an agency in our work with creators

We work with a lot of creators around the world for different brands, markets and niches and the ones that get brought back or are offered long-term partnerships are those that you can tell immediately what they stand for. From the topics they create content around to the way they frame things and... See more

Taste is not something you either have or you don’t. It’s something you build every time you make a decision about what to post and what not to, and those decisions, over time, are what make you worth following.