GOOD THINKING

This special edition of GOOD THINKING WEEKLY unpacks the 5 big lessons we learned on our inaugural live GOOD THINKING NYC TOUR. If you haven’t read the letter, it’s a good one. But rather than recapping the letter, we unpack our most important takeaways from the day.Hit the links to skip to what strikes your fancy!05:58 — The biggest themes from the tour—what kept showing up.12:06 — Intentionality is the new baseline. The best brands are doing more.18:07 — Why the consumer journey still matters—and where most brands miss.23:56 — Retail as an experience lab: who’s getting creative, and how.28:08 — From tiny touches to full-on immersion: experience wins.30:13 — What today’s consumers expect (hint: it’s not just convenience).32:30 — Pop-ups, collabs, and why they still work when done right.36:20 — Retail’s AI era is here. It’s not about automation—it’s about brand.43:27 — Respect your consumer. If you don’t, someone else will.54:45 — IRL is having a moment. Smart brands are showing up in person.Missing the letter this all ties back to? This way.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

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-movieChris 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

Hi all,Welcome back to the podcast! We’re breaking the typical companion podcast cadence this week with a fun Milan Design Week 2025 edition. I was in town for a couple of days and wanted to share everything I saw and a few other bits and pieces I didn’t catch that are worth knowing about. As always, this pod dives into the biggest trends, shifts, and brands. This week is no different there. Quick note: This email will get cut off due to all the photos. Carry on in the browser for all the pics.THIS WEEK’S EPISODE:* La DoubleJ turns a Milan rooftop into a sound bath — and it worked.* A Japanese shop proves cool people love golf. So much so, they wear it off-course.* A tiny non-alc brand shows how small budgets can still win big.* Google went immersive but nailed it in other ways.* Marimekko and Laila Gohar was the most FOMO-clap-worthy moment of the week.* Gucci was beautiful but did it lose itself?* Muji was classic Muji.* Belmond took over Airmail’s newstand but their new cookbook isn’t what stood out. * Porsche x Marzocco was a masterclass in why you need to hire good designers—in a bad way.* Loro Piana’s was stunning but zero percent ‘quiet’.* Sigma threw a party you can’t enter — and somehow still won.* Chiquita also threw a party. But for the wrong crowd?Enjoy!What we get into:LA DOUBLE J02:27 — HIGH VIBES // Gongs, rooftop rituals, and patterned shoe bags—La Double J's love of high-vibrational is great worldbuilding and great to experience. TENOHA & OPPURE10:06 — LIFESTYLE LOVES GOLF // I stumbled into Tenoha, a Japanese shop, And found these rad shoes. Clearly golf-inspired. We discuss why that’s interesting.11:16 — SMALL BRAND, BIG WIN // A small non-alc brand, Oppure, made big impact with simple basics: repetition & a good location. A nice lesson for smaller fish in a big pond.PALINURO & ZAZIE14:11 — NATURAL WINE, GOOD VIBES // Next year I must get a press pass but no invites meant I hit up by fave Milanese wine bar, Palinuro for chilled red, much need food and records. And then popped into Zazie, which was lovely too, if you like quiet but with a vibe, this one is for you. LOSTE CAFÉ15:20 — PASTRY WITH A POV // Rhubarb miso pastries, yellow tiles, and great coffee—lots to love.. Loste Café is a great example of brand building in small spaces and small ways.GOOGLE17:15 — GOOD WORK GOOGLE // Light tunnels and design team docents were great. But what I loved most about Google’s "Making the Invisible Visible" was the products and the displays—pretty shocking. MARIMEKKO X LAILA GOHAR29:19 — DESIGN WEEK’S BEST // This was the one. I give it an A++. A line worth waiting in, a reveal worth the FOMO, and the only brand that made the line semi-pleasurable. All the details were right at this one. GUCCI41:07 — BAMBOO ENCOUNTERS // Gucci’s massive two-palazzo takeover was filled with art installations, flying kites, and soft green floors. The space was stunning, chill but interesting. But perhaps could have belonged to any brand? We discuss. We talk staffing strategy too.MUJI49:47 — QUIETLY ON BRAND // Muji built a tiny home that told a story of ‘reuse’. ‘Functionality’ might have been a better word. We get into why.AIRMAIL X BELMOND50:31 — CUTE BOOKS // Airmail’s iconic Milan newsstand has a Belmond lens for Design Week. I loved their new cookbook but it was the other books that had everyone’s attention.PORSCHE X MARZOCCO54:41 — MISSED MOMENTUM // This collab should have been a showstopper. Last year’s Rimowa collab was all over my feed for weeks. We get into why it did not hit this year. If you want to know why good design is critical, this is your example. LORO PIANA57:02 — QUIET LUXURY? // A velvet-curtained clad quiet ‘movie’ was a great idea. But the dramatic lighting, immersive sets, and spectacle of the whole thing felt very off-brand.SIGMA & CHIQUITA01:04:52 — WINDOWS & FOMO // Both threw private parties on the first public day—dangerous. One had windows and one did not and it made a huge difference. Seb Curi’s illustrations were the Chiquita draw for me and I did go back to Chiquita with my daughter the next day and all I have to say is: she loved it. Fun but mismatched with the audience. TAKEAWAYS01:05:57 — LESSONS FOR NEXT YEAR // A little recap with some big takeaways.EXTRA FUNStuff I didn’t see but looks great:* Wish I had made it to Miu Miu’s ‘literary club’.* Very sad to have missed Prada’s train.* So many people wanted to see this Lavazza pop-up.* Loewe and Hermes look very understated and beautiful.* Not for Design Week but I wanted to see this new Amazon ‘pharmacy’.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.PPS. All typos are a result of 10 days of mayhem. Gratitude for the patience. 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’S PODCAST EPISODE:Frida is freeing the cracked nipple. And fighting back against being censored.Buffalo Wild Wings fumbled a winning idea. We need to give Gen Z a rest, not a ‘restival’.Set Active turned a mistake into a memorable brand moment.AI is turning brands into ‘vibe marketers’. It’s an opportunity and a danger.Food is the new sports medicine.Tower 28 gives us a master class on brand positioningThe souvenir industry is getting a shake-up. But there’s more opportunity here.Paris Fashion Week’s best brand move? A black van. No show required.Let’s give Poppi a round of applause, please.CULTURE01:20— FRIDA GETS REAL // Frida is done being censored. But they need your help. Their new casting call campaign doesn’t just push boundaries—it demolishes them. We talk about why brands that lean into realness are winning.F&B04:55 — BUFFALO WILD WINGS FUMBLED // March Madness is a second Super Bowl for a wings brand. Buffalo Wild Wings had a genius idea—glasses that let you watch multiple games at once. But the execution? A mess. We break down why great ideas fail when the follow-through isn’t there.06:59 — THE ‘RESTIVAL’ ERA // Gen Z is over music festivals. But not because they want a rest. We get into why brands and the media need to reset and get over Gen-Z stereotypes.RETAIL10:48 — UNMISTAKABLE WIN // Set Active turned a mishap into a viral campaign. But was this just for marketers, consumers or does it not matter—spoiler: the latter. We unpack how moves like this are great for brands.TECH14:03 — VIBE MARKETING // Vibe Coding is the new frontier of tech, but ‘vibe marketing’ is about to shake up how campaigns are built. We explain why AI is shifting brand-building—and why clarity matters more than ever.SPORT21:43 — FOOD AS SPORTS MEDICINE // Tennis pro Ugo Humbert hired a chef over a coach. Why? ‘Because American food makes him sick’. We discuss the growing conversation about food as (sports) medicine. WELLNESS & BEAUTY23:56 — ACTIVE POSITIONING // Tower 28’s “Blush Lives” show is more than just funny—it’s great brand positioning in disguise. We talk about why brands that build through actions versus grand gestures do better.TRAVEL31:27 — NO TCHOTCHKES // Amex ays Millennials and Gen-Z are traveling just to shop for local finds‚no surprises. But why hasn’t the souvenir space caught up? FUN FOR THE WEEK34:00 — THE BEST OF PARIS FASHION WEEK // When you’re small, you have to get scrappy. We unpack why PFW’s move is so clever—and how more brands can learn from it. And we chat about what two very different shows both did right.Missing the letter this all ties back to? This way.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 SubstackPPS. If you like this, I write a newsletter for 14K subscribers on the best-of-the-best on trends, marketing, and culture—everything I’m dropping to friends on Slack or finding useful in meetings with brands. Get GOOD THINKING in your inbox weekly with the link in my bio.  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’S PODCAST EPISODE:Frida is freeing the cracked nipple. And fighting back against being censored.Buffalo Wild Wings fumbled a winning idea. We need to give Gen Z a rest, not a ‘restival’.Set Active turned a mistake into a memorable brand moment.AI is turning brands into ‘vibe marketers’. It’s an opportunity and a danger.Food is the new sports medicine.Tower 28 gives us a master class on brand positioningThe souvenir industry is getting a shake-up. But there’s more opportunity here.Paris Fashion Week’s best brand move? A black van. No show required.Let’s give Poppi a round of applause, please.CULTURE01:20— FRIDA GETS REAL // Frida is done being censored. But they need your help. Their new casting call campaign doesn’t just push boundaries—it demolishes them. We talk about why brands that lean into realness are winning.F&B04:55 — BUFFALO WILD WINGS FUMBLED // March Madness is a second Super Bowl for a wings brand. Buffalo Wild Wings had a genius idea—glasses that let you watch multiple games at once. But the execution? A mess. We break down why great ideas fail when the follow-through isn’t there.06:59 — THE ‘RESTIVAL’ ERA // Gen Z is over music festivals. But not because they want a rest. We get into why brands and the media need to reset and get over Gen-Z stereotypes.RETAIL10:48 — UNMISTAKABLE WIN // Set Active turned a mishap into a viral campaign. But was this just for marketers, consumers or does it not matter—spoiler: the latter. We unpack how moves like this are great for brands.TECH14:03 — VIBE MARKETING // Vibe Coding is the new frontier of tech, but ‘vibe marketing’ is about to shake up how campaigns are built. We explain why AI is shifting brand-building—and why clarity matters more than ever.SPORT21:43 — FOOD AS SPORTS MEDICINE // Tennis pro Ugo Humbert hired a chef over a coach. Why? ‘Because American food makes him sick’. We discuss the growing conversation about food as (sports) medicine. WELLNESS & BEAUTY23:56 — ACTIVE POSITIONING // Tower 28’s “Blush Lives” show is more than just funny—it’s great brand positioning in disguise. We talk about why brands that build through actions versus grand gestures do better.TRAVEL31:27 — NO TCHOTCHKES // Amex ays Millennials and Gen-Z are traveling just to shop for local finds‚no surprises. But why hasn’t the souvenir space caught up? FUN FOR THE WEEK34:00 — THE BEST OF PARIS FASHION WEEK // When you’re small, you have to get scrappy. We unpack why PFW’s move is so clever—and how more brands can learn from it. And we chat about what two very different shows both did right.Missing the letter this all ties back to? This way.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 SubstackPPS. If you like this, I write a newsletter for 14K subscribers on the best-of-the-best on trends, marketing, and culture—everything I’m dropping to friends on Slack or finding useful in meetings with brands. Get GOOD THINKING in your inbox weekly with the link in my bio.  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 also have two fun things added to the mix. 1) Friend of the letter and CPG expert Fred Hart joined us to discuss what he saw at Expo West and what brands should be thinking about 2) Kirsten gives us an awesome insight-packed take on what she saw at SxSW. Takeaway-heavy this week!As always, this pod dives into the biggest trends, shifts, and brands.THIS WEEK’S PODCAST EPISODE:* TikTok commands single-minded audiences. Your content should match.* Brands at trade shows are misbehaving—and standing out because of it.* The no-spritz summer is coming. Booze brands, who’s ready to take the crown?* Luxury fine dining is wooing toddlers. They aren’t alone.* Experiential retail isn’t a trend—it’s an arms race.* AI is changing shopping. Most brands aren’t ready, but they could be.* Running is in. Outdoor? Not so much.* Injectables are the new manicure. And it’s changing what we like.* The fake jewelry economy is booming.* SxSW had some winners. And some losers. And a deep desire for connection.Enjoy!What we get into:CULTURE01:02 — ONE TRACK MIND // TikTok rewards brands that niche down. We dive into why hyper-specialized content is winning.DRUGS & BOOZE05:28 — THE NO-SPRITZ SUMMER // Aperol Spritz dominated for years, but now tariffs and shifting trends could open the door for a new “drink of the summer.” Who’s positioned to take over?SILVERS, ALPHAS & ZS08:23 — FINE DINING FOR BABES // Per Se is inviting kids. And they aren’t alone. Lamborgini partners with Silver Cross on a super high-end stroller. We discuss why brands are all in on kids.RETAIL12:25 — EXPERIENCE OVERDRIVE // Creating immersive experiences isn’t just a trend—it’s table stakes. And the stakes are getting higher. Full list of examples here.F&B13:33 — BIG BUTTS ATTRACT CROWDS // We chat with Fred Hart about everything Expo West. Including 80g protein-infused pasta sauce to probiotic sodas, to viral line-inducing pink puffy bags, to giant butts and an industry is obsessed with “healthy” versions of indulgences.TECH26:22 — AI IS CHANGING BEHAVIORS // Google's new AI-powered vision match will change how people shop. And AI search behavior already is. The question is: are brands ready? They could be.SPORT29:45 — RUNNING IN, OUTDOOR OUT // Running is booming, while outdoor brands are struggling. Why? Price, accessibility, and culture. But there’s one safe haven.WELLNESS & BEAUTY32:59 — SEXY INJECTIONS // Botox and injectables, in general, are no longer taboo. The needle is officially mainstream. And impacting brands.TRAVEL36:36 — THE FAKE RING ECONOMY // Travelers are buying dupes of their engagement rings. Smart brands are catching on by reading the comment section.FUN FOR THE WEEK41:55 — SxSW TAKEWAY BONANZA // Kirsten did us a solid and went to Austin for the weekend. She shares insights into what everyone was talking about at SxSW. But more importantly, she shares what to takeway from it all. Plus some fun activations and some that made us question things *cough: Amazon*.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 SubstackPPS. If you like this, I write a newsletter for 14K subscribers on the best-of-the-best on trends, marketing, and culture—everything I’m dropping to friends on Slack or finding useful in meetings with brands. Get GOOD THINKING in your inbox weekly with the link in my bio.  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,Welcome back to our weekly companion podcast to the Sunday letter. Hit the links to skip to what strikes your fancy!I’m coming to SF (March 11-15), LA (March 17-19), and NYC (April 1-5). Let’s connect!I’m planning a GOOD THINKING NYC TOUR April 3RD. What’s on the tour? We’ll hit something in every category of this letter. Culture, Food & Bev, Drugs & Booze…you get it. It will be the best-of-the-best of what’s new and interesting in the city. Everything I think is moving the needle and worth knowing about. Want in? RSVP HERE!As always, this pod dives into the biggest trends, shifts, and brands. THIS WEEK’S PODCAST EPISODE:* Instagram is getting premium—but it’s not a new app. It’s a new way of thinking.* McDonald’s and KFC are fighting—but does fighting work?* Unabashed ambition is in. Chalamet and Hamilton are leading the pack.* The skincare boom for Alphas continues. Starface is coming for Bubble.* Lululemon’s strategy feels brand new. And it’s working.* Allbirds is back…kind of? But does this campaign tell us why?* ChatGPT prompts aren’t just tools. They’re startup ideas waiting to happen.* Can sports end period shame?* Dove is saying goodbye to emotional ads—and hello to your nether region.* Lufthansa’s pajamas make us want to book a flight to Japan.* Diptyque is making moves, and Parker Posey is making Gap iconic again.Enjoy!What we get into:CULTURE01:46 — INSTAGRAM GOES PREMIUM // Instagram is getting premium—but it’s not a new app. It’s a new way of thinking. Brands are embracing social-first storytelling with high-production, cinematic videos—and I love it. We unpack why it’s working, how brands like Jacquemus paved the way, and why this shift matters. Here’s a whole list of my fave brands doing it lately, but here’s the fun compilation video I made for the post.F&B04:39 — COCKFIGHTING & COFFEE WARS // McDonald’s is taking on KFC with a not-so-subtle dig at their chicken quality in China. And that’s not the only battle—it turns out they’re fighting over coffee, too. We break down why brands are getting more aggressive [cough, nasty] in their marketing.DRUGS & BOOZE08:49 — UNABASHED AMBITION // We intended to discuss Timothy Chalamet’s Chanel poker game and took a turn into unabashed ambition. Timothy’s SAG acceptable speech was loud and proud about his ambition. Lewis Hamilton has been on a similar streak. They want to be the best, and they’re saying it out loud. We talk about why this kind of ambition feels like a shift in culture—and why women, especially, should take notes.SILVERS, ALPHAS & ZS13:00 — ALPHA SKINCARE EXPLODING // The skincare explosion for Alphas isn’t slowing down. Starface just launched a full skincare line, and it’s a direct challenge to Bubble. What happens when a well-established brand enters the space? We break it down. And we also talk about why every brand, in every category needs to be watching this space: They’ll have to get AI-native faster than any other category.RETAIL17:55 — LULULEMON’S NEW ENERGY // Lululemon is everywhere. From a massive London flagship to a ‘glow up’ studio in NYC, they’re making major moves. And with Lewis Hamilton’s new collab, it’s clear they’re expanding beyond yoga moms. Is this a complete rebrand in the making? We think so. I also question what’s happening at Allbirds. Is This Tucci series part of a bigger play? It get only 2 things right.TECH23:29 — PROMPTS = BUSINESS IDEAS // A trend is emerging: people are using ChatGPT prompts for everything from meal planning to analyzing bloodwork. But here’s the kicker—these prompts are turning into entire business opportunities. We discuss how brands can capitalize. Here’s a much longer read if you’re into this.SPORT27:17 — BLOOD IS BLOOD // Arsenal Women’s team partnered with detergent brand Persil on a campaign about period leaks in sports. It’s bold, but could it have gone further? We compare it to Knix’s campaign on the same topic and discuss what it takes to really shift the conversation.WELLNESS & BEAUTY31:19 — DOVE’S PIVOT // Dove’s latest campaign ditches emotional messaging for something way edgier—the song choice in their latest ad will leave you blushing. Is this their new brand identity, or just a one-off, you they be taking us on their journey in a different way? We analyze the shift. and why Lynx’s shift feels more on brand.TRAVEL36:02 — FLY TO JAPAN FOR PAJAMAS? // Lufthansa’s latest collab is luxury sleepwear… and we love it. Kirsten plots our next Japan trip—the power of pajamas!FUN FOR THE WEEK37:38 — DIPTYQUE, GAP, AND TORY BURCH ARE HAVING A MOMENT // Diptyque is stepping into nightlife. Parker Posey just made Gap cool again, and we get into why (in case it’s not obvious). And Tory Burch is proving that Substack can work for brands—with effort. Missing the letter this all ties back to? This way: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,Welcome back to our weekly companion podcast to the Sunday letter. Hit the links to skip to what strikes your fancy!I’m coming to SF (March 11-15), LA (March 17-19) and NYC (April 1-5). Let’s connect!As always, this pod dives into the biggest trends, shifts, and brands. THIS WEEK’S PODCAST EPISODE:* Every brand is misbehaving. And it works because it’s human.* Luxury brands are all in on hospitality and food. I’d like a side of ‘no logos’, please.* Chili’s made a Lifetime movie. But is it timely?* ‘What should we do this weekend?’ is a forever opportunity brands should consider.* Nike needed Kim. That’s quite the coup koup.* I fear Apple’s fear is killing its innovation.* Women’s sports are having a moment. Adidas gets it’s not just about the players.* Beauty brands keep trying to be ‘good’. Diptyque is pulling it off.* Luxury barges have entered the group’s travel chat. We’re on board.* Is Petit Bateau moving out of its perma-sale mindset?Enjoy!What we get into:CULTURE1:38 — MORE MISBEHAVING // IKEA is sliding into DMs, Dunkin’ is dropping innuendos, and brands everywhere are ditching the ‘well-behaved’ playbook. We unpack why it works, and why people love it.F&B04:02 — THE NO LOGOS PLS // Luxury brands are all-in on hospitality, but Saint Laurent’s new sushi concept takes a quieter approach. No logos. No obvious branding. A stark contrast to Louis Vuitton’s branded ravioli. And honestly, it’s refreshing. We also talk about the Sushi Park’s similarities with the new experiential Quarters bar. And Ray’s in a totally different way.DRUGS & BOOZE09:13 — LIFETIME BUT TIMELY? // Chili’s made a 15-minute Lifetime-style movie starring Taye Diggs and Maria Menounos for National Margarita Day. Cute? Sure. Timely? Not so much. We get into how it could have been better.SILVERS, ALPHAS & ZS11:27 — PARENT TRAP // “What should we do this weekend?” is an eternal problem for parents. Netflix gets it. Their new immersive dining experience in Vegas, Netflix Bites, is designed to solve it. And yet, most brands fail to make themselves indispensable to parents—it’s a missed opportunity.RETAIL15:13 — KIM’S KOUP // Nike didn’t just collab with Skims. They gave Kim her own brand under the Nike umbrella—à la Jordan Brand. We talk about how Kim just pulled off the ultimate coup koup, and why Nike needed her more than she needed them.TECH18:13 — FEAR IS A BRAND KILLER // Microsoft’s big on AI is paying off. It got brave and leaped. Apple is doing the opposite. It seems as afraid to fail that it’s not doing anything. We talk about what might be going on.SPORT25:27 — THE FUTURE IS FEMALE (FANS) // Women’s sports aren’t just a moment—it’s arrived. In a big way. Adidas gets that it’s not just about the players, but about the fans. Female fans included.WELLNESS & BEAUTY28:48 — GOOD GOOD // Beauty brands keep trying to be ‘good’. Diptyque is actually pulling it off. We break down why their new foundation is not your old-school CSR program. And why now is the best time for brands to take a stance.TRAVEL31:46 — BOOK ME A BOAT // Luxury barges have entered the group’s travel chat. Belmond’s take on slow, high-end travel is here, and we’re on board.FUN FOR THE WEEK35:18 — BATEAU MOVES // Seeing Petit Bateau permanently on sale hurts. We discuss why the Miu Miu collab might signal a turning point.NY TOURThis is the perfect segue to my NY visit. In addition to being at Brands & Culture April 2nd (come see my talk!). I’m planning a GOOD THINKING NYC TOUR April 3RD. What’s on the tour? We’ll hit something in every category of this letter. Culture, Food & Bev, Drugs & Booze…you get it. It will be the best-of-the-best of what’s new and interesting in the city. Everything I think is moving the needle and worth knowing about. Want in? RSVP HERE!Missing the letter this all ties back to? This way: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

THIS WEEK’S PODCAST EPISODE:* Duolingo’s mascot is “dead”—but is it really?* Severance is world-building—naturally.* Poppi’s real miss? Not understanding today’s consumer.* Non-alcoholic beers are coming out of their ‘less than’ mindset* Is On onto something, or are they lost?* Why brands need to understand traditional demographics are dead* Is B Corp in a credibility crisis? Yep. But it’s bigger than that.* Travel is all about last-minute inspiration. And Klook’s winning because of it.* Salomon and Mercedes are making movie magic.Enjoy!What we get into:CULTURE03:16 — DUO’S DEATH DRAMA // Duolingo “killed” their mascot and drowned out every inch of discussion about Super Bowl ads. But is it really over? Probably doesn’t matter because they’ve proved they have the cultural currency to steal our attention. We get into what other brands can learn, as killing their mascot won’t work.10:30 — WORLD-BUILDING VS COLLABS // Severance is worldbuilding—naturally. It’s a great example of doing what is right for your brand and why collabs aren’t the answer to everything.F&B15:11 — MAKING AN EXAMPLE OF POPPI // We know Poppi’s vending machine stunt didn’t go well, but why? Consumers are smart and tired of brands thinking they aren’t. It takes us back to the Tarte “Hermès bracelet vs. Cheetos” debacle.DRUGS & BOOZE19:20 — BERO’S POSITIONING // Light beer has a lot of challenger brands thirsting after a piece of the legacy brands’ market share. But the most interesting brand of the bunch is Bero. While most N/A beer position themselves as ‘not-beer’, Bero feels like it’s not going for ‘lack’ of anything—and it’s refreshing and something to watch.SILVERS, ALPHAS & ZS21:00 — ASPIRATIONAL > AGE // Lululemon’s latest campaign with 78-year-old fitness influencer @trainwithjoan proves once again that traditional demographics are dead. Your audience cares about whether it's aspirational and relevant, not if it’s for their age bracket.RETAIL21:57 — SOFT OR WEAK? // While Nike is going aggressive, everyone else is going soft. There’s no doubt that a good section of society is interested in ‘less competition’. Adidas is picking up on it, too. But is On onto something? Or do they feel lost?SPORT23:09 — CREATORS CREATING TOURNAMENTS // Creators are disrupting sports. And now they are coming for tournaments. And it’s a good thing for brands. If you’re very into this, give this full article a read:WELLNESS & BEAUTY24:10 — IS B CORP A BUST? // Dr Bronner is leaving its B-Corp status behind and going its own way. We get into the big difference between a certification and a movement. And why it’s interesting to watch Bryan Johnson build things the other way round.TRAVEL25:06 — KLOOK’S APPROACH // TikTok has turned us all into last-minute bookers. Unlike days of old, people just land and look. Travel is all about last-minute inspiration. And Klook’s winning because of it. We get into how this behavior is changing hospitality. And how most legacy operators seem to be missing it.FUN FOR THE WEEK26:00 — MASTERING CINEMA // Brands are still going hard for cinematic and, frankly, it’s a lovely time to be alive. Salamon x the Gohar sisters made an entire mini-movie. And Mercedes demonstrates that Auto hasn’t lost its will to live.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 SubstackPPS. If you like this, I write a newsletter for 14K subscribers on the best-of-the-best on trends, marketing, and culture—everything I’m dropping to friends on Slack or finding useful in meetings with brands. Get GOOD THINKING in your inbox weekly with the link in my bio.  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’S PODCAST EPISODE:* Fans are coming for the content and paying for the community* Move over shoppy-shop, hype-grocer is here* Michelob Ultra’s Super Bowl ad is ultra good* Gen-Alpha aren’t just digital-natives; their AI-natives* Thom Browne and Doechii are the perfect couple* Open AI should have asked ChatGPT how to make a good ad* The Open changing the golf game* Freaks of Nature’s simple but effective campaign* An insight for local hospitality brands and education start-upsEnjoy!What we get into:CULTURE1:00 — CASHING IN ON COMMENTS // Kirsten put it perfectly: “comment sections have become the main attraction, the place where the real magic happens.” Substackers and YouTubers are finding that people are subscribing for content but paying for the community. Creators are gatekeeping gold: like-minded spaces with a common purpose. This is a space I’m eagerly watching evolve, and we unpack why.Communities we mention: Heather Cox Richardson, Culture Study, Totally Recommend, Emily Sundberg, THE BOARD, Breakfast Club LA.F&B11:00 — STAPLE –> HYPE MART // Family Mart’s is going hype-grocer mode. And they aren’t alone. Happier Grocer is giving an edge to the basics. We’re entering a new era of shoppy-shop. It’s no longer about curating great goods; it’s about becoming great, too.DRUGS & BOOZE14:44 — ULTRA GOOD // Michelob’s ad won the Super Bowl. Though I think Taco Bell’s was a close second (more on why Sunday!). We unpack all the winning moves.SILVERS, ALPHAS & ZS20:13 — GEN-AI // If you think Gen-Alpha skincare brands aren’t worth tracking, think again. Beyond the cute packaging, you’ll find brands on the frontier of the biggest shift people aren’t talking about enough yet: Gen-Alpha is being raised on AI. While Gen-Z is the digital-native generation, Alphas will know the internet as it is today. They are voice-first, using Google Lens 10 billion times a month. This interview with Coach’s CEO, Todd Kahn, on this paradigm shift is a must-read no matter your industry. Kahn expects AI to play a major role in driving consumers to authentic brands, and if you read my interview with The Stories We Sell Ourselves, you know we agree.RETAIL27:20 — THE PERFECT COUPLE // While Doechii’s voiceover in the Nike Super Bowl ad was great (more on that on Sunday), the Thom Brown pairing was great. We get into why and gush over this Vogue x Doechii interview.TECH31:14 — NOT MY TYPE // Not long after hitting send on the Sunday letter did Open AI announce their rebrand. It perfectly exemplifies what OpenAI is getting wrong. While Google is showing us the meaning or the power (and fun) of AI, OpenAI is centering the story on itself, not the user. Their Super Bowl ad was just one giant, soulless motion graphics reel. While they are the big fish now, it’s the brands that showcase what AI can do for humans that will win this race. We don’t buy feature. We buy feelings. The brand loyalty race in AI has begun, and OpenAI is falling behind.SPORT35:59 — HOLE IN ONE? // I do my very best to explain way The Waste Management Open has become golf’s hottest ticket. I think this picture helps; this video helps more. By all accounts, the changes the team put in place this year kept things calmer. And it had record viewership, too. We’ll see more tournaments and sports looking at this model, for sure.WELLNESS & BEAUTY39:35 — NICE WORK // Nice simple campaign from Freaks of Nature. That’s all.TRAVEL40:42 — NO SCHOOL, NO TRAVEL // SO many parents are priced out of vacations due to school holidays. It’s an insight many local hospitality brands could tap into. But it’s also an opportunity for alternative education start-ups like 2-Hour Learning.FUN FOR THE WEEKSince we ran out of time to dive into Fun For The Week, I’m sharing a few extras for Valentine’s Day. xoxo* I told you the brands are fighting! Hatch showing no love to Apple.* Type humor for Valentine’s Day.* Pandora’s love letters vending machines (more to love than Poppi’s 👀)* Taco Bell is offering $777 weddings in Vegas (just wish the swag was better)* Casablanca’s tennis courts are heart-worthy.* This is my kind of Valentine’s Day dateMissing the letter this all ties back to? This way: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