'Holistic' is rebranding. So is crisis management.

Touching on our fave things from the last month of letters.

Of course, we talk about Astronomer’s crisis marketing. We also discuss Range Rover’s misunderstanding of culture versus consumer. Why Bees and wearables will make privacy a super luxury. Plus, we talk about the rise of jingle, why ‘Holistic’ means something else today, and how Claire’s can thrive in this next chapter. And a bit more.

Enjoy!

Hit the links to skip to the bits you fancy

01:39 — THE NEW CRISIS MODE // Astronomer’s latest move was a crash course in modern crisis comms. Read this in the letter here.

08:18 — CUSTOMER VS CULTURE // Range Rover’s new emblem misses the point. Their customer is not who keeps them cool. In the letter here.

16:54 — POSITIVE PRIVACY // No-phone zones are about to be something we celebrate and crave. More here and here.

22:50 — CLAIRE’S CLARITY // To the right the ship, Claire’s needs to be thinking big. We discuss what needs to happen. Here’s that letter.

31:10 — JOLLY JINGLES // M&S drops a song about snacking. And Mira Fertility made the most shareable ad on the internet—about perimenopause. We chat why this is happening.

00:36:21 — HOLISTIC HEALTH 2.0 // Holistic isn’t what it used to mean. We talk about where this is all headed. And why some who failed were just too early. More here.

40:31 — DESTINATION DUPE // Azores over Hawaii. Comporta over the Amalfi Coast. Why the future of travel is off-the-beaten path but with good sheets. Found in this letter.

Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.

Chris writes a weekly newsletter for +15K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands |Follow her on Substack

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