Brands that create worlds

Nathan highlights Chamberlain Coffee and Strawberry Milk Mob as brands that build lifestyles and movements.

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Founder-led branding isn’t dead — but it is evolving fast. Showing your face and posting “day in the life” content is no longer enough to stand out. The bar has risen, audiences have matured, and what worked in 2020 doesn’t cut through in 2026.

In this episode, I break down exactly what’s changing, what’s working now, and how to build a brand presence people actually want to follow. From docu-style storytelling, to world-building, to narrative-driven content, to what to do if you don’t want to be the face — this is the roadmap for founders who want to stay relevant, grow trust, and build a brand with depth.

Here’s what you’ll take away: • Why “show up and share your story” is now the baseline, not the differentiator • What’s replacing founder-led content: mini-docs, world-building, lifestyle storytelling • Why customers want more than product — they want a movement, a world, a narrative • How brands like Kenzo, Sol de Janeiro, Strawberry Milk Mob, and Drunk Elephant are winning • Why you don’t have to be the face — but you must be compelling • How to blend founder-led moments with team, customer, and culture content • The #1 question to ask going into 2026: “What world am I building?”

If you’re feeling the pressure to post more, show up more, or be the face of your brand — this episode will help you understand what actually matters now, and how to create content that builds connection, trust, and excitement around your business.

This is a brand new solo series I’m testing, and I’d love your feedback. Email me directly at nathan@foundr.com — I read every reply. Hope you enjoy it.

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