Instagram's Close Friends is the new loyalty program

Hi all,

Welcome back to our weekly companion podcast to the Sunday letter. We get deeper into the big hits across every category. And unpack them further.

I’m playing with the formatting of these podcast emails to see if we like them better. Let me know what you think!

Hit the links to skip to what strikes your fancy!

* 2:20 — Why pricing isn’t just about affordability anymore—it’s about perception.

* 7:32 — First Rounds On Me: the dating app that opened a café. IRL is booming.

* 11:40 — Heineken’s anti-phone stunt (but can they make it really happen?)

* 15:50 — Minecraft’s movie moment, Gen Alpha zone, and why brands are missing it.

* 19:28 — Retailers using Close Friends as a loyalty tool.

* 29:37 — Shopify’s approach to AI was a messy message. It didn’t have to be.

* 30:30 — Atlanta Hawks are now a content company too.

* 33:28 — Exosomes, salmon sperm, and skincare that’s pushing limits.

* 35:35 — Proper Hotels wants locals in the sauna—it’s smart.

* 39:18 — LeBron’s Barbie moment and why it matters, especially now.

* 42:51 — Mystery cups, chocolate drops, and fun in a feed-first world

* 43:51 — Stüssy’s consistency and mastering multigenerational influence.

Missing the letter this all ties back to? This way:

https://ingoodco.substack.com/p/minecraft-made-an-experiential-movie

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 +14K 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

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com