Sweat Equity Brand Predictions To Build A Cult Following In 2026
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Dec 10, 2025 Tatum Brandt, a brand strategist and founder of a creative studio specializing in fitness and wellness, returns to share eye-opening predictions for 2026. She emphasizes the need for brands to create more touchpoints and higher production values to thrive in a competitive landscape. The duo discusses innovative strategies like niche-focused accounts, hiring creators for authenticity, and embracing AI thoughtfully. Tatum also predicts a grunge revival in brand visuals, showcasing the shift away from polished aesthetics toward authenticity and rawness.
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Split Accounts By Show Or Audience
- Create separate social accounts for distinct shows, customer segments, locations, campaigns, or brand characters.
- Use each account to set clear follower expectations and grow faster with focused top-of-funnel content.
Use Brand Tension To Be Memorable
- Build brand personality by leaning into dichotomous traits to create tension and salience.
- Use alter-ego or burner accounts to express conflicting sides without diluting the main brand.
Maverick's Mad Scientist Character
- The Maverick launch used a mad-scientist character (Robbie Ballinger) to narrate emails, captions, and creative.
- Alex says that character deserved its own account for ongoing field-testing and storytelling.