GOOD THINKING

We’re back with the GOOD THINKING gift guide. Year 2. We went bigger! And there’s also a ton of exclusive GOOD THINKING discount codes—thanks, brands!Warning: this post is long and will get cut off. View it in a browser or the app. Categories include: CULTURE, F&B, DRUGS & BOOZE, SILVERS, ALPHAS, FASHION & RETAIL, TECH, SPORT, WELLNESS & BEAUTY, TRAVEL, and FUN FOR THE HOLIDAYS.We gave it our best QVC energy.Enjoy!Hit the links to skip to the bits you fancy02:53 — CULTUREALICE // Chocolates that are half wellness, half treat. No actual drugs. Just functional goodness that work. If you struggle with being an introvert, I personally recc these. Take a square before an event and you’re somehow much more ready to be conversational.OTHERSHIP // Contrast therapy, meets wellness, meets my favorite thing to do when I visit New York. If your person lives in New York or Toronto, gift them one of their guide ‘journeys’. I did the Self-Care one and the Sound Bath one and have wanted to go back ever since. Use code GOODTHINKING for 22% off single sessions and class packs in NY and Toronto through Feb 28, 2026 (one use per person).GOHAR // Not sure what to say, these lemon squeezers are adorable. Do you need them no. Do you want them, absoultely yes. Get the set with the cute wrapping. I’m also after their ‘egg’ earrings. Love.NEWSLETTERS // Obviously, newsletters are a love language. For one in almost every category read my Why is this interesting? Media Diet but top of the list:* Puck for retail. Lauren Sherman and Sarah Shapiro / Line Sheet are indispensable. Use code HOLIDAYCD for 20% off.* as seen on for culture generally.* Feed Me a classic for an absolute reason.* Link in Bio for everything social but staying up to date on marketing.* Casey Lewis for all things Z and Alpha. Her Monday Digests are the best.* Yaling Jiang for the china market.* Plant Based for all things wellness.* Window Seat for travel.* Nadine @ The Stanza for hospitality.12:50 — F&BFISHWIFE // This was on the gift list last year and it’s so good we’re here again. The ultimate tinned fish gift set in a giant blue box is actually the ultimate gift. Use code GOODTHINKING10 for 10% off sitewide.UNCLE’S // Love gifting small biz food gifts. This is mine for 2025. Thai green curry “blocks”that are freeze dried. Great for the friend who likes to cook but also likes shortcuts.GEORG JENSEN // I love these boujie kettles. A kettle lives on the counter, so make it a good one. Tea lovers with love you. Pair it with PG Tips (classic and my life-long fave) or Cedar Hill’s Brain Fog tea or Wilden Detox tea if you’re EU-based.17:21 — DRUGS & BOOZEHIKE // Hopped edgy seltzer. Delicious and not average whatsoever. Great for NA drinkers or “one more but make it light” people. Perfect for the holiday table. Support small.HELLER // Spotted this Asti ice bucket in NYC and it was perfect. Affordable. Cute. What’s not to love.GHIA // This Monsieur Fizz bottle opener is part swag, part adorable. A little object of joy for anyone who takes their aperitivo ritual seriously—non-alc included.AFTERDREAM // THC drink for your non-alc yet cali-sober design friends. Use code GOODTHINKING10 for 10% off.ENGINE // Organic, Italian gin. Cool packaging. Actually tasty. Very giftable.22:22 — SILVERSRESTORE // Whether they’re healing (from a marathon, cancer, eye surgery, life—pick yours), hyperbaric oxygen therapy gift cards are an amazing gift. For the Silver in your life who’s into longevity, recovery, or just trying something new, this is awesome.CADDIS // Readers that actually look cool. The “I refuse to age quietly” eyewear.OMORPHO // Didn’t intend to add this to the list as it was here last year but they added an adjustable weight option and it really is the best around.ADIPEAU // The website and the packaging don’t read this way but this is THE skincare for anyone perimenopausal and up. If they complain about ‘crepey skin’ this is your gift.27:41 — ALPHAS & ZSABBODE // For the college kid or first-apartment person. Custom embroided gifts that are actually cool.POK POK // Montessori-ish digital play that actually builds kids’ imagination versus drains it. Use code GOODTHINKING50 for 50% off an annual subscription on their site.SHANA BLAKLEY // If you have 3 or 80 bags of your kid’s favorite drawings, or know someone who does, gift this class. I’m so excited to do this with Harry’s art. Use code GOODTHINKING for 20% off.DRIZZLE BOARD GAME // Ice-cream-themed board game created by a 13-year-old. Cute, clever, and 100% inspirational.MIND GAMES // After way too long on FragranceTok trying to understand why teen boys are obsessed with cologne, I’m no closer but know that this brand comes up a lot. But truly, all cologne seems like it’s the teen boy gift of the season.TINY COTTONS // This is my go-to for baby/kids clothing gifts. Good patterns, high quality. I’m gifting this striped sherpa sweatshirt to all of Harry’s cousins so they match and will wear it again.TRADER JOE’S // This 12-days of beauty advent calendar is a hit with our Alpha girls. Very over the shaming of kids and skincare. Have we all forgotten the strangle hold the Body Shop had on kids?CHOMP SHOP // Pricey but lasting. Love this cardboard “table saw” and tools so kids can turn boxes into cities/castle/marble mazes/you-name-it. I have it on good authority it’s hair-pulling and tiny-fingers safe. On our list this year.38:47 — FASHION & RETAILLE BONNET // Anyone who watched during the bad-haircut-era of the podcast knows that the passion for a good beanie here is strong. These have perfect proportions, every color, and are in all the ‘cool’ shops in Europe.MARIMEKKO // A legacy brand that has not just maintained cool but has grown it. Love the pyjamas, shirts, and bed sheets. If you have a stripes/pattern person in your life, shop here.AEYDE // The number if compliments I have received on these red shoes is insane. A Berlin-based shoe brand for the footwear obsessed person in your life..KAS MARIA // This person makes small-batch clothing look better than anything you’ve ever seen. Personally on my gift list to self.ELISA JOHNSON // Sunglasses that cause Kirsten to get stopped in the street constantly.MEMO BOTTLE // Worst name, great product. Slim, high-quality water bottle that fits in a small purse.GOOD QUALITY HUMAN // Trucker and corduroy hats that half of LA is now wearing. Made by incredible humans on a great mission. Use code INGOOD15 for 15% off.45:16 — TECHBRICK // A tech device that I’m actually using—rare. If you want to stop the mindless scrolling without shaming yourself, this is the move. A lovely gift for teams that you want to untether. You set your own rules, it removes the decision fatigue. Use code GOODTHINKING for 20% off..NEURABLE // Gifted to me but I love these. Brain-sensing headphones that track your focus, suggest when to take breaks if you’re flagging, and the sound is great to boot. Use InGoodCODiscount50 for $50 off per item in your cart. Shipping in 2026 because demand is wild.BIOMAT // For the bougie woo-woo lover in your life. Not a small gift but lasting. Heated crystal mat with PEMF. Kirsten has hers on her desk chair and adores it.53:50 — SPORTBANDIT // For the cool runner or workout girl/guy in your life. Rad, good quality, understated.SAVANNAH BANANAS // If the Harlem Globe Trotters and baseball had a baby, we’d be here. And fams love it. Perfect for the sports enthusiast and the doesn’t-love-sports-but-lives-with-those-that-do in your life.PENT FITNESS // Insanely expensive weights but they look like they belong in a gallery.56:19 — WELLNESS & BEAUTYFFERN // A limited-drop fragrance subscription. Excellent unboxing. Taking perfume to a better level.MONASTERY // Adore the packaging and quality of the brand. The Everything Kit is a very special splurge gift. But the item on my list and everyone I know’s is the mask.THE FLOSS // Fascia flossing isn’t huge yet but it will be. Mobility, nervous system work, and back-pain miracles might happen. It’s changed my ‘bad-ish back’ life. Use code INGOODFLOSS for 35% off your first month.VICTORIA BECKHAM // The foundation drops and complexion duo are the heroes, they have Augustinus Bader infused and are lovely. Also love the cheek sticks.ART OF ACCOMPLISHMENT // A meaningful gift for teams, or a person in your life that’s into self-developments. The description/brand doesn’t do the course justice. Trust.ABEL // Clean fragrance that’s Jenny Evans approved. Personally have gifted with much success.BEAUTYGRASS // Skincare made by Jenny Evans herself. The Moonlit is retinol without it. It’s all I use. Use code GOODTHINKING for 20% until Jan 10th.BIODANCE // These are a go-to gift. Easy. Amazing. Korean sheet masks that actually do something.65:51 — TRAVELKOLO // Amazing color-blocked slippers that are great for long plane rides or the house.CLARE V // We’re unabashedly obsessed with this brand. The quality is great. Love their new travel cases that sit flat on the counter—amazing—, leather pouches and luggage tags. I also have their passport case on my list for myself—so cute. Use code GOODTHINKING for 15% off.CALPAK // Packing cubes are a religion we joined 2 years ago. These are by far the best. So many good patterns. Pick one by family member. Have your life and theirs changed.SLIP // The sleep mask in our lives. The thicker ones even work with fake eyelashes. Their pillow cases are also the best gift for curly girls in your life. I’d take about 12 more.1:10:13 — FUN FOR THE HOLIDAYSREMO // A new, more delightful version of an encyclopedia series. Artsy, nerdy, lovely.RAM DASS // A Kirsten go-to gift. Be Here Now is never a bad choice.LOUISE MADZIA // Likely on my list every year. The mugs you see on most shows. Huge. Perfect.TINY ZAPS // Get a gift card for the perfect tiny tattoos. A great sibling or bestie gift. Go together. Have it forever.MOLLY GODFREY // We mentioned LinkedIn classes but this has come up several times this year. If you’re building a ‘personal brand’ and need help getting over the cringe and figuring out this beast, this woman is who you talk to.FREE PEOPLE MOVEMENT // No gift list is complete without socks. Thick, cozy, patterned perfection.SAVOR // Beautiful, non-dairy bonbons we were gifted that look like tiny art pieces and taste great. Check them out.That’s all, folx.Have a lovely holiday weekend.- ChrisIf you 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

Welcome to our top 20 brand campaigns of 2025Not the biggest. Not the most awarded. Just the ones we loved.We break down why each one worked, what it tapped into, and what every brand should learn from it.Warning: the email will be cut off because I’ve added links to each of the campaigns. View it in the app for all 20 and hit the heart while you’re there.And drop the ones we missed in the comments. I’m sure there are many.Enjoy!Hit the links to skip to the bits you fancy04:00 — FFERN // A fragrance brand you can fall in love with without ever touching it. Totally anti–fragrance tropes and pure ‘Instagram Premium’ energy.09:30 — SALOMON // Loved this collab with the Gohar sisters. It nails where ads are right now: the campaign itself has to be the art piece. It takes the brand into the ‘fashion’ space perfectly.13:00 — RAMP // B2B finally stopped being boring in 2025—amen. Fun campaign. And we love their Substack, Ramp Economics Lab too.17:20 — BILT // A made-for-social TV show about NYC renters that didn’t even lead with the brand. Risky and smart.20:35 — ARGOS // The UK’s equivalent of Sears turns its products into “art pieces” with five famous TikTok comedians. Funny and weirdly effective.22:45 — NZ HERPES FOUNDATION // A nonprofit campaign done well. They leaned straight into stigma with elevated humor, not slapstick, and it worked.25:10 — OURA // Silvers, sex, sports, longevity... all in one campaign. Give Us The Finger is edgy without trying too hard and completely reframes aging.27:00 — REFY // Close-up lips, iconic older women, and zero “fixing.” Quiet, elegant, and genuinely aspirational aging.28:45 — BOBBIE // Unexpected casting that makes total sense. And an amazing supporting cast of creators people have been following for years. This team keeps nailing it.32:00 — MERCEDES-AMG // Highly social-friendly. Brilliantly shot. Cheeky and misbehaving at times. Entertaining always.34:20 — ASTRONOMER // When the internet sets your brand on fire, you can hide, or you can shoot your shot. Making a moment of a moment can be a winning strategy.36:05 — PALOMA WOOL // A mother of a campaign. Zero clichés. Not a Mother’s Day ad. Just great art direction.37:50 — APPLE // A pop-up cubicle in Grand Central with the real cast of Severance, plus a fake self-help book. World-building so good it got people to watch the show.40:05 — A24 // An 18-minute fake leaked Zoom call that tells you basically nothing about the movie. Funny because we’ve all been in that meeting. Great because the ad is a piece of culture in it’s own right.44:45 — GAP // This brand remembered it could try again. A year of high-effort, optimism that seems to have woken up every CMO we talk to.48:00 — BOTTEGA VENETA // Black-and-white hands, slow rollout, stunning photography. A simple idea, well executed.49:55 — TOBLERONE // A staged airport tantrum that went viral. Triggering? Maybe. But interesting.52:00 — DUOLINGO // The bird died, came back, and the internet broke. You remember it.53:40 — YETI // A holiday campaign that makes both the outdoor-obsessed and their long-suffering partners feel deeply seen.55:00 — TACO BELL // Letting people build the menu is risky. Letting them get voted onto billboards is even riskier. But love the participation.All the campaign links can be found in Substack.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 +16K 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,What can 18 athleisure brands teach you about brand experience? A lot apparently. And a very clear pattern emerged: clarity is rare. But when a brand has it, you feel it instantly, and it changes everything.Whether you’re in retail or not, this episode is about the decisions that signal who you are and who you are for. Warning, due to all the pics, this one will get cut off. If you want all 18, view in the app.Enjoy!Hit the links to skip to the bits you fancy04:00 — LULULEMON // A brand loses its power the moment it stops knowing who it’s for. The everything to everybody strategy is never the right move.08:36 — NIKE X SKIMS // A huge launch means nothing if the store gives you no reason to care. The fixes are complicated, but they matter.13:20 — BEYOND YOGA // If the space feels like a sample sale, the brand message is missing. Retail 101: If you remove the logo, you should still know where you are. 15:58 — ALO // When every detail reinforces the story, brand expansion looks effortless.20:51 — WILSON // The unexpected star players. Lessons in updating legacy. 24:28 — ADIDAS // A store that feels like pickup instead of discovery leaves no memory behind. Where’s the brand we experience at every other touchpoint?27:54 — VUORI // Soft fabric isn’t enough to carry you in this economy. It might be working but for how long?31:20 — FREE PEOPLE MOVEMENT // Fun, energy, and stellar merchandising do a lot for desire. 34:59 — ON // Great product with no story around it creates a brand that feels unfinished. The product works, but the experience feels removed.41:10 — AVIATOR NATION // A complex one. Dated from the beginning, but doing well in many other ways. 44:06 — ATHLETA // Windows are the first handshake, and this one missed that moment. And others. The zoning did work at least.46:46 — BANDIT // A differentiated perspective in a very crowded market is refreshing.49:25 — TRACKSMITH // Strong design choices can carry you far.50:53 — HOKA // Hugely popular, a bit basic but working.51:40 — LACOSTE // Retail as a signal for who you want to become.52:58 — NEW BALANCE // They may have cultural heat, but the store feels lukewarm.53:40 — GYMSHARK // When the fundamentals are sharp, the clarity is real. (no pics, sorry but many from the London store in this letter.)54:09 — PSYCHO BUNNY // Mixed signals make everything confused.That’s all, folx.-ChrisIf you 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

Hi all,We’re back with another edition of GOOD SIGNS—a monthly round-up of 4 letters, looking at what’s bubbling up.Again, these aren’t 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.Skip to the bits you fancy.1.01:00 — CULT WHITE COATS // The new status symbol isn’t who does your hair—it’s who does your bloodwork. Medical credibility has become the luxury signal of the moment. Doctors are now a brand asset.Places it’s showing up:* AG1 is signing NIL deals with doctors to build trust beyond the influencer set.* Lanserhof raised $110M by centering its “doctor-led” longevity model.* Canyon Ranch and Hotel del Coronado are turning clinical care into lifestyle design.* Dr. Levine has become a household name.Pendulum swing → AI is flattening the hierarchy. Platforms like Counsel and Fountain Life’s Zori AI use doctors purely as validators for machine-made diagnoses. 2.05:41 — COLLAB HANGOVER // The culture of slapping logos together has hit the wall. And the fringes are cringing. The power move now is editing, not endlessly co-branding.Places it’s showing up:* Le Creuset’s meme-ification and limited-time fatigue.* Wicked’s 90-plus tie-ins and the growing ick for gluttonous licensing.* “Anti-update” energy around J.Press. Keep the soul. Skip the twist.* Campbell’s x Cynthia Rowley reads odd, saved only by a clear donation mechanic.Pendulum swing → Smart world-building still plays. Adidas’s “Believe That” awards and Augustinus Bader x Dua show extensions that deepen the story rather than dilute it.3.19:08 — POLISH IS POWER // Soft skills are surging. From finishing schools for founders to AI-free dining halls, polish has become a performance differentiator. It’s not about manners for manners’ sake—it’s social fluency as a trust-building tool in a noisy, automated economy.Places it’s showing up:* High Point University’s etiquette dinners as career prep.* Alpha Schools selling “agency” as luxury education.* Slow Ventures’ etiquette bootcamps for non-B-school AI founders.* Allison Stadd 🥁 ’s excellent piece on life skills they don’t teach with $200K degrees.Pendulum swing → No human involvement is being sold as a selling point. Meta’s “just give us your credit card” automation offers everything without any ‘human intelligence.’4.25:40 — THE MEMORY METRIC // The next wave of brand experience isn’t about virality. It’s recall. The most powerful marketing now lives as lived experience: something you can tell a story about, not just scroll past. Memories are becoming a business model.Places it’s showing up:* Moda Operandi’s gifting site is selling memory-making experiences.* Malbon and Birdie Houses blending leisure, lodging, and lore.* Damdam’s Explorations travel program as IRL brand immersion.Pendulum swing → Memory building takes time, yet we’re addicted to immediacy. Instant resale offerings, AI shopping tools, and even healthcare shifting from ‘reactive to recommended’ shows how we’re not just in a hurry, we want you to read our minds and bodies. (This section deserves a whole separate podcast, honestly, we start to unpack it, but the implications are huge.)5.36:35 — CRAVING CONNECTION // The power base has shifted from public platforms to private proximity. Influence is now measured in closeness. Not clout. The best brands and communities feel more like group chats than comment sections.Places it’s showing up:* Offball’s The Chat is using WhatsApp to make athletes feel like besties.* HoYoverse measures success in cosplay density and fan edit velocity, not just revenue* MSCHF is predicting that smaller experience will matter more than mass reactions.Pendulum swing → But connection is getting calibrated. Instagram’s editable algorithm, Priceline’s “dead zone” predictions, phone-free bars, and the rise of “Bricking” show that while we might want togetherness, we want guardrails too.The letters referenced in this episode:* The Ordinary is deeply confused.* The Row is giving Goop.* Moda Operandi is crazy. But onto something.* Campbell’s x Cynthia Rowley wasn’t on my bingo card.* Adidas has already won the Super BowlThat’s all, folx.-ChrisIf you 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

This week, we chat with retail expert Michael Abata. In addition to being one of our favorite voices on LinkedIn, Michael is a lovely human and a complete brand experience / retail nerd—get ready for a lot of geeking out on this episode.One thing we both love about Michael is his love of the little, mundane things brands do. He gets in the weeds. He talks about gas stations and pop-ups with the same enthusiasm most people reserve for flagships and flashy made-for-Cannes campaigns.We talk Altar’d State, Spirit Halloween, Rivian, AI-powered fitting rooms, and why brands should be looking to middle America malls for inspiration, not just Tokyo or London.Retail is moving again. Brand experiences are back. And Michael’s is great at showing what it looks like when brands stop chasing trends and start walking stores.Michael has also written about just about everything, so I’ve added links throughout the show notes below. Rabbit holes galore if you want to dive deeper.It’s a good one.Enjoy!Meet Michael AbataMichael Abata has a passion for retail. With 20+ years of experience from Target, Shutterfly, CAMP, Made By Gather to his most recent gig bringing to life IRL Chewy Vet Care at Chewy. He also does a ton of side gig work with his agency Anahata, working with retailers, leaders, and startup founders. Most importantly, you’ll find Michael active on LinkedIn commenting, sharing, and posting about all things retail, culture, and experiences.Hit the links to skip to the bits you fancy03:04 — WHY RETAIL STILL MATTERS // From Old Navy to Chewy Vet Care. And why gas stations and airport shops deserve more love.→ More on gas stations: QT, Buccees, what’s happening in Europe.08:01 — HALLOWEEN, BUT MAKE IT COMMERCE // Spirit Halloween has no right to be so good. But it is.12:02 — REINVENTING THE MUNDANE // Rowan’s ear-piercing rebrand. A masterclass in experience-first thinking.→ More on Rowan’s experience: Link15:50 — THE NEW UNDERDOGS // Altar’d State is quietly outplaying the teen brands you used to know.→ If you’re new to Altar’d State: Here’s a good walk-through. And this is their furniture brand.19:13 — EXPERIENCE > AD SPEND // Rivian’s $100 deposit strategy. Plus: Joshua Tree outposts, Venice vibes, and a pile of dirt at SXSW.→ More on Rivian’s experience here: Link 1, Link 2, Link 3, Link 4.23:17 — EATALY, SMALLER BUT STILL SEXY // What happens when a 60K sq ft brand gets smaller?27:32 — DICK’S GETS IT RIGHT // House of Sport, Public Lands, and why families actually want to go.→ More on Public Lands & Dick’s: Link 1, Link 2.34:50 — WHEN TECH MAKES SHOPPING BETTER // Fitting rooms with screens, walkout tech, and the digital bits that actually help.→ More on Amazon’s walk-out tech here: Link 1, Link 2, Link 3.38:44 — MISSTEPS & MISSED MOMENTS // The surprising number of execs who’ve never walked their own stores.46:05 — THEME PARK RETAIL & THE FUTURE OF EXPERIENCE // Mattel, Netflix House, Meow Wolf—and the return of the gift shop as IP engine.→ More on theme parks: Universal, Netflix House, Netflix Bites, Cosm.53:00 — RETAIL MEETS HOSPITALITY // Yowie, RH, and the return of the all-day store.→ More on retail meets hospitality: Yowie, Ralph Lauren, Restoration Hardware, Louis Vuitton.58:30 — THE ANTIDOTE TO AI // Why physical experience is still the brand moat that matters.59:32 — QUICK FIRE // Three things every retail brand should do, one word that sums up Michael, and who he’d overhaul tomorrow.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

While we were in LA and NYC together, we did a LOT of retail and brand touring. And it became pretty obvious that many of the retail 101 basics are missed by most. We’ve worked with dozens of retail brands over our careers, and too often, we also end up fixing the fundamentals. We love a great big campaign, and brave brand moves, but if you’re not getting the simple things right, it might be for nothing.But before you think ‘retail’s not my thing’, this episode is not-so-secretly all about brand as experience. As we know, human IRL experiences are increasingly important today. Doing them well is often in the details.Let’s dive in!Hit the timestamp to skip to the bits you fancy00:01 — RETAIL 101 // Why even the best brands forget the basics. And why this series exists.03:30 — POSITIONING IS LOGOLESS // From Brandy Melville’s single-minded energy to Telfar and Clare V’s spot-on perspective, your positioning working can be summed up with one simple rule: if we wiped all the logos away, would we know it’s you?08:00 — SERVICE SELLS // What Nordstrom taught the industry, how Bombas done oh-so-right, and why good service still shapes memory.12:15 — STAFF MATTERS // Uniforms that hit (Massimo Dutti), attitude that fits (Aime Leon Dore), and when it feels like a mismatch (Psycho Bunny).15:15 — SHOPPABILITY = SANITY // Why Sezanne’s sweater wall fails and what Gymshark, Alo, and COS nail re: flow, sizing, and color logic.20:20 — DON’T MISS YOUR MOMENT // If you get them into the fitting room, you’re 80% of the way to purchase. We chat Kith’s missed moment, Everlane’s “find-my-size” screen, and Printemps’ fitting zones.24:57 — PRETTY PACKAGING // Why Corso Como’s bags and packaging walls are so great, what’s smart about Marimekko’s graphic totes, what Clare V’s duster does, and why Officine Universelle Buly wrapping feels like part of the product itself.27:31 — STORE DESIGN 101 // Doors, light, flow. From Alo’s “portal” entrance to Casper’s “prison-gate” mistake and Bon Marché’s zoning perfection.33:37 — MERCH MAGIC // How Wilson and Buck Mason use storytelling, mannequins, and props to make you buy more, and why Gap still hasn’t quite nailed it.39:17 — STREET VIEWS // Alex Mill and Anthropologie, and Reformation prove the little things still pull people in.And yes, this episode is all physical experiences. We’ll get into digital and the cross-over/360 experience in another episode! We’re doing a few more as part of this retail series. Next up is a chat with Michael Abata about his favorite retail observations and what brands are getting right. After that, a look at the future of retail and an experiential deep dive. Stay tuned and tell us what you want covered next.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

We’re back with another edition of GOOD SIGNS—a monthly round-up of 4 letters, looking at what’s bubbling up.Again, these aren’t trends (yet!). 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 in the comments.1.01:04— SLOP TSUNAMI // It’s getting sloppier out there. The world is becoming saturated with AI-generated content, rage-bait, and suspect content. It doesn’t really matter if the content is AI or not. It’s slop.Places it’s showing up:* Friend’s rage-bait subway ads.* Phia is making suspicious—likely AI, maybe not—influencers to push their product.* OpenAI and Meta both releasing ‘social platform for AI-generated content.Pendulum swing → People have been gravitating toward offline mode, and it’s only increasing. @matt Klein calls it ‘Camouflage Culture’, @anu calls it ‘Algorithmic Evasion’.2.07:59 — TRUST LOVE // Trust isn’t built in public anymore. It’s happening in small networks. Private lists, friend feeds, resale loops, and group chats where someone else does the filtering for you. The more curated, the tighter the circle, it feels, the more credible it gets.Places it’s showing up:* Beli is replacing Yelp with friend-fed restaurant lists.* Etsy is acquiring Tise and leaning into “taste you can trust.”* Invite-only WhatsApp thrifting groups are shaping resale culture.* Lore is becoming shorthand for effort. And in effort we see trust.Pendulum swing → AI fakery everywhere. We don’t know what’s real. Slop isn’t just creeping in. see above.3.13:48 — LESS IS MORE // After years of overproduction, people are choosing places and experiences that feel real, a little unvarnished, and full of intent. Less branding, more quietly great.Places it’s showing up:* A24 x Frenchette’s restaurant, Wild Cherry, is the ultimate date spot.* J.Crew’s 190 Bowery pop-up that felt like a live-in apartment, not a photo backdrop.* At Paradigms, there were logos but much more ‘brand’. Logo-light.* Related: My good friend and brilliant strategist @deviheugle wrote a great piece on the potential for a logo-less brand. Give it a read.Pendulum swing → Luxury brands are going loud. More is more. Especially at Gucci. But also at Loro Piana. And many others.4.21:48 — SHAMELESS ERA // The new rebellion is dropping embarrassment. From beauty to sport to motherhood, the people and brands winning right now are the ones removing shame from the room and saying what everyone already knows.Places it’s showing up:* Sofie Pavitt and Charlotte Groeneveld are showing their lifts without apology.* Paloma Wool is celebrating motherhood with power, not politeness.* Frida installed a breastfeeding statue.Pendulum swing → It seems everyone needs to rage. Whether it’s tagging the Friend campaign. Or loudly weighing in on the American Eagle X Sydney Sweeney campaign. Or Jia Tolentino’s sponcon debacle, we are unable to contain our feelings. Warranted or not, we’re bursting to scream out feelings into the ether.5.29:21— POWERFUL CONTRADICTIONS // People aren’t one thing, and they’re done pretending they are. Wellness types who party, ice cream brands that host sober raves, ultrarunners who stop mid-race for a beer—it’s all part of the same story. The tension isn’t confusion. It’s real.Places it’s showing up:* ‘Wellness anarchists’ who chase performance and pleasure in equal measure.* Magnum Ice Cream launched Hydro: ICE pops for sober club kids in Ibiza.* Gwyneth’s zucchini cig-smoking NYFW moment. Vices meet wellness.Pendulum swing → Some audiences still crave purity—clean aesthetics, clean eating, clean food, clean medicine. But the cultural heat is in the grey space, not the rulebook.The letters and podcasts referenced in this episode:* Magnum Ice Cream wants you to rave. Sober.* Google doesn’t understand humans* Loro Piana has gone quiet luxury to full Jamiroquai* Adidas has already won the Super Bowl* Aerie and Refy killed it this week* Nike is a parable. Eugene Healey drops gems. Brands are now entertainers.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

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