GOOD THINKING

This week, we dive into a topic that’s been coming up a lot in the letter: embracing contradictions as a brand advantage.Most brands get flattened by simplification. The majority of brand guidelines sap the real out of the ‘audience’ they pretend to understand.From wellness drinkers who love wine to ultra-marathoners who stop for a smoke, this episode is a call to stop blanding yourself (and brands) from the inside out.Enjoy!Hit the links to skip to the bits you fancy02:01 — CONTRADICTIONS ARE A SUPERPOWER // The power of tension.03:55 — BRANDS DOING IT // From Liquid Death to Duolingo, why friction beats focus.06:10 — THE BRAND BOOK IS DEAD // Why “our girl loves X” is a dangerous and outdated fantasy.08:15 — FIND THE HUMAN FIRST // How we actually uncover contradictions in brand workshops and why they matter more than personas.10:51 — BOUJEE SKINCARE, DIRTY PILLOWCASE // A skincare story that proves every audience has layers.13:27 — BUILD FOR THE JUNGLE, NOT THE ZOO // Why brands fail when they design for “the zoo,” not “for the jungle” according to Tom Beckman.16:09 — A TALE OF TWO CUSTOMERS // What happens when you try to blend opposites and please everyone.18:55 — PRECIOUSNESS IS THE ENEMY // The PSA for every brand still clutching their brand book too tightly.20:10 — COMPLEX CAREERS // Why multifaceted humans build stronger brand.22:13 — AI CAN’T DO CONTRADICTION // This may be your biggest opportunity.25:45 — SAME SAME VS DIFFERENT // Why ChatGPT’s new ad accidentally proves our point about the loss of soul in creativity.28:53 — STOP RATIONALIZING EVERYTHING // The real danger of over-editing identity.ABOUTChris 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 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

If you work at a legacy brand or spend any amount of time thinking about how to reposition them, this week’s episode is for you!We chat with Matt Repicky, Chief Brands Officer at Tailored Brands, aka Men’s Wearhouse.But before you think menswear is not for you, think again.Matt’s pedigree is pretty wild (more below). He was part of the team that returned Barbie to relevance, and now he’s tackling a repositioning of another household name. And doing it in a way that’s the opposite of safe.We talk comedy, creative risk, how people actually shop, employee creators, Savannah Bananas, and why IRL matters, but your website might not.Legacy brands are moving again. And Matt’s showing what it actually takes to move one from the inside.It’s a fun episode.Enjoy!Meet Matt RepickyMatt’s done time at Barbie, Amazon Fashion, and now Men’s Wearhouse. He’s currently Chief Brands Officer at Tailored Brands (Men’s Wearhouse, Jos. A. Bank), leading a massive repositioning.A lot of people talk ‘brand transformation,’ but Matt’s been on the inside doing it. And sharing how, which is the most refreshing part.Matt’s been leading Men’s Wearhouse into a new era that’s a lot less buttoned up.Hit the links to skip to the bits you fancy03:05 — DREAM JOB TO DREAM JOB // From Barbie to shaping your role.09:03 — STOP BEING PRECIOUS // The tighty-whities ad and lessons in being brave.12:55 — EMPLOYEES AS CREATORS // 25,000 store storytellers. How to think about EGC (employee-generated content.)17:12 — HARLEM GLOBETROTTERS OF BASEBALL // Why the Savannah Bananas made perfect sense—even if most didn’t see it.23:26 — RETAIL, COMEDY, CULTURE // A preview to Matt’s ANA talk and why humor fits Men’s Wearhouse now.28:23 — RETROFIT INTO THE MOMENT // You can’t force culture. Meet it.33:05 — THE SITE WON’T SAVE YOU // Why brand websites won’t matter in 5 years.36:15 — WHY IRL STILL MATTERS // Service, tailoring, the suit-shopping ritual, and why you have to pay attention to how people really shop.38:28 — BRAND EXTENSIONS // How to do it right.42:27 — QUICK FIRE // Three things every brand should do, biggest learning, dream collab, one word.* 3 things every brand should do?“Staying connected to your consumer. I talk to 300 men every single week.”“Always be questioning.”“Keep looking at where you can show up as a consumer in a new or different way.”* What’s your biggest learning / what would you do differently?“If you believe in it, give it a try.”* If you could collaborate with one other brand on something, who would it be and why?“I’ve long had WWE on my radar.”* If there were one celebrity spokesperson for the brand, who could it be?“So I don’t have an answer for that, but I’ll tell you whenever we ask consumers. It’s either the Dos Equis guy, because I think he sounds and looks like George Zimmer, or Idris.”* One word that sums up your brand, what would it be?“Consistent.”And here’s the links mentioned:https://www.instagram.com/reel/DObPJOfjsou/https://www.instagram.com/menswearhouse/reel/DHTtzNBNr4O/?hl=enABOUTChris 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 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

Let's unpack everything from Paradigms. It’s very rare that I leave events impressed by the branding, and rarer still that every talk gave me something lasting. But this one delivered.Because I found myself compelled to add photos and quotes, this letter will get cut off. View it in the browser or the app, or you might miss gems like everyone’s favorite TikTok strategist’s hot takes on why you need to be less precious about your brand, and give employees more agency.As always, this pod dives into what’s happening in brands and culture. This week is no different there.THIS WEEK’S EPISODE:* Beaded bracelets are the new lanyard. And hospitality is in the details.* Brands are the entertainment arm of the business. And all branding is retrofitting.* What’s a ‘Living Wall’ and how it helps fix global brand chaos.* Brands need more discipline to be uncopyable. And why agencies need optimists.* Reframing heritage as something that’s living and evolving. Not holding you down.* Respecting your audience is the step many forget.* How blending cultures requires nuance and creativity (and one of my fave talks)* Why you need to acknowledge people’s innate fear of change when rebranding.* Why one of the world’s largest brands needs a typographer on staff.* Eugene Healey reminds us that your best content creators already work for you.* Why brand clarity helps you move at the speed of culture.* AI isn’t the end of your job. But nor should it be the beginning of your idea.* Brands today need soul. That doesn’t come from guidelines. It comes from stewards.* Nu Goteh captured everyone’s heart with a lot of wisdom on who gets to be a ‘designer.’* Nike Journal’s 400 stories cost less than most campaigns. And did more than many.* Four pools, three outfit changes, one candle mishap in the Moroccan desert.* And an extra day in Marrakesh = more thoughts on hospitality.Enjoy!Skip to the bits you fancy.PARADIGMS00:01 — DETAILS MATTER // This event is held in a different city EVERY year. And yet it felt like a well-oiled machine. Everyone running a conference needs a Rebecca Harmer in their lives. Hey Studio did the identity this year (the motion was great) and brought a level of brand detail that left a very tough crowd very impressed. Frontify, the brand behind the conference’s tagline is ‘Where Brands Live’. Well, it lived up to it. Everything was considered, down to the bracelets with activity charms and tent number, to the environmental signage on urns, to incredibly useful swag you were happy to keep, to systems like Slido for Q&A, to ensure you felt not just impressed, but cared for—absurdly rare for an industry conference.TOM BECKMAN18:01 — POSITIONING IN 2025 // Branding is all about context. And all branding is retrofitting. Today, the brand is the entertainment arm of the business. And entertain is changing. “Italian brain rot is bigger than Marvel.” So what are you building, and what risks are you taking to ensure you’re meeting the moment? For more, follow Tom Beckman, Global CCO @ Weber Shandwick, here.“Branding is retrofitting.It’s about defining what you do in the time that you are living in…Today, the brand is the entertainment arm of the business”HSBC’S LIVING WALL23:31 — A LIVING BRAND // HSBC’s rebrand has been rolling out over years. And now, they want to elevate their positioning by investing in brand—amen. One tool they’ve built that’s been incredibly helpful merging dozens of global teams: a living wall. Follow Tom Gilbert @ Design Bridge & Jamie Lillywhite @HSBC for more.“The ‘Living Wall’ allows us see all the creative happening globally at any time.”JAMES GREENFIELD26:55 — SO YOU WANT TO BE UNCOPIABLE? // To be uncopyable, you need discipline. Discipline leads to distinctiveness. And if you’re running an agency today. One hack to getting work for the likes of Amazon, Lyft, Bold and more, out the door? Optimists. More wisdom from James Greenfield, CEO @ Koto over here.“We also hire optimists because brand projects are very difficult. They require optimism.”RUBY BODDINGTON32:24 — BRANDING BEYOND BORDERS // Without a doubt, one of the best segments of the conference was curated by Ruby Boddington from It’s Nice That. Being in Marrakesh, it was so lovely to have African and Arabic speakers share a much need global perspective.BLACKPEPPER STUDIOS32:27 — HERITAGE ISN’T A COSTUME // Asmah Mansur-Williams and Nkenna Amadi from The Blackpepper (the team behind Joshua Kissi’s site) reminded us that heritage isn’t an anchor, it’s alive.“We don’t treat heritage as a costume.”MARWAN KAABOUR36:17 — BOOKS ARE BRANDS // Book designer and author, Marwan Kaabour’s veered, in a great way, into borderline poetry. He talked about how books can be brands, his work for huge publishers, and why audiences need to be respected, and their worlds given a universe they can live in. Marwan’s hit book, The Queer Arab Glossary, is on Amazon (but I recc supporting your local bookstore.)“Books are like songs. They are capable of entire universes.”MINA MAURICE41:12 — PLAYFUL IN TWO SCRIPTS // Mina Maurice of 40 Mustaqel’s talk was one of my faves. He shared his approach to designing in Arabic, a language with countless variations. And how to merge two words, Latin script and Arabic without flattening either. Check out his SOLE DXB festival project for a taste.“Many clients said they wanted the brand to be more modern, which was code for ‘look less Arab’.”PAYPAL46:06 — TURN THE DIP INTO A BUMP // You can’t just drop the rebrand and expect applause. Iskra Velichkova from PayPal Germany shared her GTM playbook for avoiding the rebranding ‘dip’. And why you have to acknowledge ‘the fear of change’ head on. Her agency partner Burkhard Müller, CDO @ Mutador was on stage, too. But he stood back and let Iskra lead—one of my fave plays of the day.”Frequency still matters.”SPOTIFY50:36 — DESIGN FOR ALL // a) did you know that Spotify has a typographer on staff b) have you ever asked ‘what does this font sound like’ c) designing type thoughtfully allows us to enjoy things for as long as we live. Custom line heights. Built-in contrast. Fonts that flex to vision changes. It’s invisible work that matters.“Does this font sound good?”EUGENE HEALEY53:37 — PERSONAL BRANDS // Just about everyone in our industry know @eubrandstrat (Eugene Healey) for his unique ability to constantly drop clarity on the ‘thing you’ve been thinking but didn’t have the words' for’. He chatted about his personal journey with becoming a brand (fun and fascinating!) but then turned his attention to how brands can and should be harnessing personal brand—via their employees (more on that in this Sunday’s letter). Brands need to become much less precious with their brand, and forgo the delusion of control. It’s time to lean into the chaos. Those that do, will win.“Letting go is scary..until you realize you already have.”“Employers should harness the libidinal energy of employees.”SKYSCANNER55:50 — DALLAS TO CANCUN // Brand simplicity = speed. After a rebrand that left them with guidelines that looked nice but the team couldn’t use, Skyscanner simplified. Hard. That simplicity enabled them to move at speed when a culture moment felt right. The result? Virality. And a Lion. For more, follow Carla Sandhu and Ross Mawdsley.“We couldn’t have done it if the brand hadn’t been so simple.”BUILDERS CLUB57:36 — AI IS SOUP // Tools don't matter without ideas. And AI is just a tool. Just like every tool, it all flattens out unless you have a point of view. Now to save your job? Have a perspective. And use all the tools in the arsenal—creatively. Builders Club, Jonas Hegi, walked us through all their ‘thinking.’ behind their works with everyone from Nike to OpenAI. Many of the spots have been referenced in this letter. The common thread: the originality cuts through.“Imagination requires tools.”“AI has democratized production and ‘weird’. So ideas are more important than ever.”CONDÉ NAST01:00:31 — SCALE SOUL, NOT SAMENESS // You don’t build award-winning brands through guidelines. Those are the foundation, and on top of them, you must add ‘soul’. And that requires stewards. Nicola Ryan is the VP at Condé Nast, and she shared why you need to break some of your own rules.“You don’t scale brand through documentation. You need people…You need stewards.”NU GOTEH01:01:35 — NU WISDOM // Solve, don’t sell. Design is plumbing. We need to broaden who we think ‘designers’ are. Branding isn’t always visual, it’s structural. It’s hard to summarize all the gems Nu Goteh dropped. All I can say, is the name on everyone’s after party’s lips was his. If you’re looking for keynote speakers, he’s your philosophically-minded diamond.“Move from selling to solving.”NIKE (BUT NOT NIKE)01:04:00 — NIKE LESSONS // One thing about Nike is you can’t speak about the work while you’re there. But, having left, Meirion Pritchard and Dan Rookwood, shared their journey of navigating the complexity of one of the world’s biggest brands, and how Nike Journal’s 400+ stories cost less than a single campaign, but had massive ROI.PS. Nike bashing was ABUNDANT at the conference. Their recent fall from grace became the favorite parable for ‘why investing in brand matters.’ If all ‘press is good press’ Nike might have been the winner without having to even speak.THE AFTERPARTIES (PLURAL)01:05:57 — HEINEKEN COMMERCIAL VIBES // On the first night we had dinner in a super stunning set-up. The last night we moved to a Bedouin camp with four pools and 3 after parties—fun times were had.MOROCCAN HOSPITALITYBefore I left Marrakesh, I couldn’t not explore. I stayed at the Maison Brummell Majorelle (a masterclass in good staff and luxury-less-is-more spa experiences) near the Yves Saint Laurent museum, wandered into the medina, dined on rooftops, and heard the calls to prayer. What a magical place. I’ll add my faves to my Amigo over the next few weeks (the catch up is real!). Use code GOODTHINKING if you want to bypass the waitlist.WHAT WOULD I CHANGE ABOUT PARADIGM?Not much. Honestly, it exceeded my expectations. But not one to hold back:* Vastly better caffeine with much shorter lines.* Greater gender parity in the speaker list.* Even greater diversity / speakers from the country you were in.* Fractionally more sleep!* A list of people that attended (I met cool people I can’t find!)FUN FOR THE WEEKI met so many lovely people. And this is by no means a comprehensive list of attendees, but thoughts I’d get some good-to-knows on your radar.* After Hours is a very fun, very sought-after agency run by two very cool people.* Hyperfocus based in Hamburg, amazing worldwide.* Studio Drama for excellent typographic needs.* OK Social. Jack and Jimmy are the reason I know about Paradigms. London but global.* Craft are creative recruiters to know.* Women in Brand is ensuring we get more women in leadership. Amen. Follow co-founder Victoria Montgomery here. (Victoria is part of the team behind the Word of the Year. ‘Brain Rot’ thanks her.* Spanner, aka the “design speakeasy” from Andy Bullock based in PDX.* Design Week, a UK brand and design pub with tons of industry news.Massive thanks to Frontify for inviting me. I don’t know where the next year’s Paradigms will be, but I’ll see you there. And don’t forget to tell them I sent you. ABOUTChris 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 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

We’re back with another edition of GOOD SIGNS—a monthly round-up of 4 letters, looking at what’s bubbling up. Again, we’re not calling these trends. That’s way too heavy for a month’s worth of content. These are signals, patterns, counter-trends. Stuff that’s emerging, continuing, sticking out, or simply, what we’re finding interesting in the last month.Enjoy! And let us know what you think.1.02:19 — POTENT NEEDS // Hard to say if mainstream isn’t cutting it right now, or if it’s too much. But regardless, consumers are chasing intensity as a salve—sauna raves, nicotine tonics, and supersonic jet setting and ice-breaker breaking cruises. We’re upping the risk, rupturing from reality in any way possible. Potency is a dial to turn up.Places it’s showing up:* Ayahuasca retreats, Hyrox comps, and sauna raves surge in popularity.* Nicotina Energy launches to “clean up” nicotine as a performance aid.* Supersonic jet projects promise speed and spectacle as the next travel flex.* We’re now cruising with ice-breakers over 12 days to get to the North Pole.* THC bevs outnumber wine bottles at Foxtrot.Pendulum swing → Parents, and adults generally, are also begging for a brake pedal. Calling for the return of classic iPods, landline phones, and education that, sure, uses tech, but only for 2 hours, the rest—hands-on learning.2.10:54 — JACKS OF ALL TRADES // For a hot minute, in a deeply performance-marketing-driven world, brands got tunnel vision. Product was king. Times are a’changing. Brands and business are rapidly expanding their wings, becoming entertainment studios, job centers, art dealers, and vintage resellers.Places it’s showing up:* Brown Harris Stevens runs 16 podcasts under Studio 1873.* Ralph Lauren buys back vintage to own the market and the stories.* Bilt and InStyle launch serial social shows with their own ‘cult’ followings.* Newsletters sprout job boards, event calendars, Fashion Week summits, and survey businesses..* Maison Margiela is expanding into the art market.Pendulum swing → Less is more. Brands are coming offline entirely. Restaurants are only serving one thing a night. Friction, tight curation, and experience are all the rage..3.18:04 — SILVER LUXURY // Forget aged, boring, and uninfluential, Silvers are shaping entire categories. Senior housing, cruise lines, and pickles all carry their imprint, redefining cool through spending power and longevity.Places it’s showing up:* 4MM Americans turning 80 in five years. Senior living occupancy is soaring. (And underserved.)* Ritz, Four Seasons, Guntû buck cruise stereotypes to capture “never cruisers.”* Pamela Anderson & Flamingo Estate deliver lux pickles with a side of sexy Silver.* Menopause brands (Midi Health, etc.) are no longer considered niche (the need never was.)* Oura puts Silvers and longevity at the center of high-end wearables.Pendulum swing → Younger cohorts, meanwhile, are DIYing and hacking aging altogether. Hoping to completely avoid it. Think GLP-1 micro-dosing, blood-cleaning, AI-driven health care, and more.4.23:46 — CO-SIGN HOUSEHOLDS // The Alpha-parent dynamic isn’t top-down anymore. It’s side-by-side. Alphas bring the interests, parents bring the spend, and, interestingly, together they’re aligning on some very mainstream moments. Back-to-school hauls, K-Pop sing-alongs, and more.Places it’s showing up:* Alphas control ~$3,484 a year and are driving “nice-to-have” BTS buys like locker decor.Parents join the fun: #BackToSchool hauls and K-Pop Demon Hunters sing-alongs are becoming family affairs.* Little Spoon × Siete meals mirror adult plates with 11–14g protein, teaching palates and portioning early.* Solid song strategies are hooking parents. Fall Out Boy and Blink-182 are writing tracks for Marvel preschool shows. K-pop shows and Super Kitties are all delivering songs you can’t unstick.Pendulum swing → While Alphas and their elder Z/Millenial parents are loudly co-signing mainstream moments, Zs are pulling in the opposite direction. Their decisions have moved to group chats, where context and approval come only from peers. They’re not interested in the comment section or the masses' opinions.5.23:46 — CO-SIGN HOUSEHOLDS // Health used to be whispered, but now we’re in megaphone-mode. From herpes pride campaigns to men’s clinics disguised as members’ clubs, medical and health brands aren’t settling for technical and bland because consumers aren’t interested in that either.Places it’s showing up:* New Zealand runs a national herpes campaign with an unforgettable URL and great energy.* Cutler Center for Men makes preventative care feel like a sports lounge, complete with concierge “Joes.”* Midi Health positions menopause as mainstream, not niche.* The rise of full-body care centers like Healf and Fountain Life make standard healthcare look antiquated.* Gym brands like Dogpound and The Ness are amping up workouts with true community.Pendulum swing → Cosmetic acupuncture (aka Notox), undetectable face lifts (and hand lifts?!), and micro-dosing ‘maintenance’ GLP-1 programs prove that we don’t want to be loud and proud about everything.The four letters referenced in this episode:* J.Crew are "dumb dumbs"* Depop, Lucky, and Gap are feeling sexy* Marketing is no longer a dirty word* New Zealand wants national herpes prideABOUTChris 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 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

A light and easy one for you this week, though certainly not without its hot takes. Back-to-school means denim season. Well, it has traditionally. We discuss if that’s still the right thinking with the rise of Bama Rush.This season, denim looks different from recent years. We talk about why effort is making a comeback. And why brand risks are critical, but you need to take us on the journey.Light but not that light!And a heads up. Next week, we’re taking a 1-week pause on the podcast for a full digital unplug. Send recs for Comporta, Portugal, pls!Hit the timestamp to skip to the bits you fancy00:01 — DENIM SEASON // Back-to-school always equals denim. But this year felt more charged. We get into all the campaigns. What we like. And of course, what we didn’t.04:01 — AE RAGE-BAIT // We chat AE. How could we not? And here’s Kirsten’s LinkedIn post.07:51 — ABERCROMBIE SNOOZE // Safe and made for performance marketing isn’t cutting it, and more. Are they losing the ground they’ve gained?09:24 — GAP GETS IT // Gap is taking us on a repositioning journey. And we’re here for it.12:26 — MARKETING ≠ A DIRTY WORD // Brands are now advertising their ads. Effort, a POV, and entertainment are back.16:50 — DIESEL SPICE // The “OnlyFans of denim.” But they own it.20:29 — LUCKY PIVOT // From soccer mom jeans to Addison Rae. Quite the shift.21:54 — LEVI’S LEGACY // ‘Americana’ feels charged these days. Levi’s might be playing it safe. Smart?28:51 — HERITAGE VS RELEVANCE // Brave is the only way forward.30:30 — CAMPAIGNS AS JOURNEYS // Why every ad is now a rung on the brand journey ladder.35:03 — BTS VS BAMA RUSH // Back To School might have always meant denim, but it’s not competing with Bama Rush. Too much noise?ABOUTChris 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 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

Hi all,We have a fun episode this week, diving into the brand content boom and made-for-social shows (drop a comment if you’ve seen the right word for these!). We get into all the examples below, talk big-picture takeaways, and more.Enjoy.Hit the timestamp to skip to the bits you fancy03:36 — BILT / ROOMIES // This campaign is so good that it got Patrick Coffee Wall Street Journal looking into it. @rachel Karten first brought this one to everyone’s attention with her interview. It’s a great example of how marketing is no longer a dirty word, ‘effort’ is back in style, and a single-topic accounts being a good strategy on TikTok.16:02 — THE CHECKLIST // Are people sharing it? Talking about it? Commenting? Feeling seen in it? That’s the bar.16:19 — ALEXIS BITTAR / BITTARVERSE // Alexis Bittar was one of the earliest players with their ongoing series. Now celebrities are appearing on it. A great example of doing humor and creating shareable meme content, without being a ‘funny’ brand. However, the view count of Bittarverse dwarfs their other content, and had they launched today, perhaps they would have made a standalone account.21:29 — LITTLE CEASARS / PRETZEL CRUST ISLAND // Slapstick Survivor parody with Nickelodeon slime energy (if you’re old like us). Bizarre, unhinged, but honestly should have gone further24:35 — INSTYLE / THE INTERN // Basically The Office reimagined for today, with an intern who’s terrible in all the right ways. Smart casting has made this more relevant than InStyle has been in years.29:04 — ARGOS / ARGHAÜS // For US listeners: Argos is like Walmart or Sears. A catalog brand than went digital who sell just about everything. Their spoof on conceptual art shows off their product range, powered by beloved UK TikTok comedians who bring both delivery and built-in audiences.38:29 — TOWER 28 / THE BLUSH LIVES OF SENSITIVE GIRLS // Product-heavy and campaign-driven. Works better as a limited run tied to a campaign/launch, rather than a on-going seasonal show.41:42 — CDPH // ME AND NIC BROKE UP // A Chicago Public Health vaping cessation campaign turned into a shareable short series. Proof that even the driest topics can be entertaining. Full transparency, I was involved in the strategy of this project alongside the amazing folx at YMC.45:37 — OATLY // CAFÉ CON EL ABUELO // A softer, docu-style series where a grandson takes his abuelo to bougie cafés. Charming but less viral than others. Likely part of Oatly’s broader elevation strategy that their lookbook is going for.50:35 — HONORABLE MENTION: PATAGONIA DOCS / / While Patagonia isn’t making social-first shows, they’ve been making brand films since the dawn of time. But they should evolve. They need to hire a TikTok editor, like Byron Stewart has talk about. Or talk to the editors at The Diary Of A CEO, who are masters of this craft.52:37 — BANDIT / DIALED // A year-old but still strong series. Mini-docs about runners that work because they tap universal truths of runner pain. Less humor, but still share-worthy.That’s all, folx.-ChrisIf you listened/read this and liked it, that little heart is there for that. The algo and I appreciate it.PS. If you prefer Apple, Spotify, or YouTube, you can listen there too. 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

Very excited for this episode. If you’ve been reading here, you know we’re both obsessed with the healthcare overhaul happening right now, the opportunities in the peri/menopause space, and brand leaders who refuse to behave like the rest.So we were thrilled when Joanna Strober, CEO and co-founder of Midi Health, agreed to come on and chat.In this episode, we get into the myths that still dominate the female health space, why longevity is really just prevention rebranded (meant as a compliment), and how menopause can be a leadership superpower.Health, futurism, and leadership all in one. Enjoy!Hit the links to skip to the bits you fancy04:44 — MENOPAUSE IS HOT // Joanna’s shirt says it all. We talk about her perimenopause story, the $1,000 consult that got her going, and why she built Midi.09:05 — MYTHS NO MORE // The two big misconceptions—“too young” and “all done”—and why they’re holding millions back from care. Plus, why this market is bigger than anyone thinks.14:01 — SHOW & DOUGH // Midi is both B2C and B2B. And each benefits from the other.16:34 —WORDS MATTER // Prevention has gone through a rebrand, and it’s now called longevity.26:16 — MENOPAUSE MINDSET // How the mindset shifts in menopause become a leadership superpower.30:10 — THE FRUSTRATION EMAIL // The bold customer move every brand should steal—and why it works.34:55 — JOANNA’S STACK // Fiber gummies, cortisol managers, and why design matters as much as efficacy. The packaging is cute:THE DEBRIEF39:26 — PATIENT TO PILOT // Patient-led care is becoming the new norm.40:16 — LEADERSHIP EDGE // Menopause as a “no-ego, more-clarity” superpower.41:26 — MAKE IT YOUR PROBLEM // We unpack the “frustration email.”43:40 — PREVENTION’S KALE MOMENT // Rebranding prevention. The takeways.44:27 — INSULIN ERA // We go on a tangent. Insulin-friendly enters the chat.Meet MidiThis episode isn’t sponsored, We just like what Midi and the are doing and how Joanna speaks on LinkedIn and asked her to come on.You might know them for working with influencers like Caitlin Murray.But in case you aren’t familar: Midi is modern healthcare for ‘your second ac’t. They offer virtual care for women in peri and menopause. Think HRT, supplements, care, you name it, all covered by insurance.Big picture Midi is working on reframing midlife from taboo to category.Huge thanks to Joanna for chatting.ABOUTChris 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 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

Explore how technology is reshaping the collectibles market, making it more accessible and experiential. Discover the evolution of fan culture where consumer creativity drives brand interactions. The importance of storytelling in branding is highlighted, alongside the delicate balance between exclusivity and accessibility. Dive into the trend toward authenticity in a tech-driven world, emphasizing genuine connections through platforms like Substack. Lastly, witness the growing demand for personalized solutions across industries, redefining audience engagement.

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 fancy01:39 — 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 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

Yaling Jiang, a trend expert focusing on Chinese culture and consumer behavior, shares fascinating insights into China's vibrant landscape. She discusses the unique challenges of adapting music festivals like Tomorrowland to China's cultural expectations. Special focus is given to the phenomenal success of the animated film Nezha 2 and its implications for soft power. Additionally, Yaling explores the rise of fresh lychee beverages and shifts in luxury consumption post-COVID-19, revealing how consumer priorities are evolving in a maturing market.