Follow the Rabbit

When 14-year-olds design autonomous hearses, barber shops launch radio stations, and Formula 1 calls its drivers "the cast," you're witnessing the emergence of new cultural gathering points in a fragmented world.In this June monthly review, we explore three seemingly unrelated phenomena that reveal the same underlying pattern: the post-pandemic hunger for synchronized cultural experiences is creating new forms of community in unexpected places. From a science camp in Karlsruhe to laundromats in Hong Kong to Netflix's Drive to Survive, we're seeing the emergence of what we call "new campfires"—shared cultural experiences that replace the old mass media model.The episode begins with Johannes reflecting on four days facilitating a futures camp with Generation Alpha (13-15 year olds) at the Karlsruhe Institute of Technology. Far from the stereotypes about teenage attention spans, these digital natives revealed sophisticated thinking about sustainability, seamless integration of AI into their creative process, and remarkable innovation when given permission to think big. The standout project? Two girls who reimagined autonomous vehicles as customizable hearses, complete with assistant robots and personalized final journeys.Igor introduces the concept of "cultural acupuncture"—small interventions that reconnect us to social patterns we didn't realize we'd lost. Through the lens of "The Revenge of the Radio Station," he explores how barbershops, laundromats, and hotels worldwide are launching micro-radio stations that create synchronized cultural experiences and function as "social objects" with shared focus, conversation catalysts, and temporal dimensions that bind communities together.The conversation concludes with an analysis of F1's transformation from sport to content empire. Liberty Media's strategy of treating Formula 1 as "not a sport but a content producer" (with drivers as "the cast") demonstrates how behind-the-scenes storytelling can revitalize entire industries. Netflix's Drive to Survive has generated $290 million for the platform and fundamentally changed how fans engage with racing—they're more interested in what drivers eat for breakfast than braking stability.Chapters:00:00 - Introduction & Generation Alpha Experience02:46 - Science Camp: Futures Thinking with 13-15 Year Olds16:50 - The Revenge of the Radio Station & Cultural Acupuncture30:00 - F1's Content Transformation: "Not a Sport but a Content Producer"44:08 - New Campfires: The Thread That Connects EverythingLinks:Igor's source on micro-radio stations in unexpected places: https://www.thechow.net/p/the-revenge-of-the-radio-stationThe Economist article on F1 The Movie and Liberty Media's content strategy: http://archive.today/E6sobScience Camps (KIT): https://www.zml.kit.edu/science-camps.phpSocial Objects concept by Jyri Engeström: https://www.zengestrom.com/blog/2005/06/speaking-on-object-centered-sociality-at-reboot-updated-with-slides.html---------------You can also watch this episode on Youtube⁠Follow the Rabbit feels like eavesdropping on a fascinating conversation between two well-read friends at a Berlin coffee shop—smart without being pretentious, critical without being cynical, and deeply engaged with contemporary culture while maintaining historical perspective. The podcast occupies a unique space between trend forecasting, cultural criticism, and philosophical inquiry, delivered with warmth, humor, and genuine enthusiasm for understanding how the world works.Follow the Rabbit is hosted by Igor Schwarzmann & Johannes KleskeFind out more about ⁠⁠Igor Schwarzmann⁠⁠ Find out moire about ⁠⁠Johannes Kleske⁠⁠

The discussion focuses on William Gibson's 'Pattern Recognition' and its lasting impact on cultural research. They explore the nuances of 'cool hunting' through Cayce Pollard's adventures, highlighting the ethical dilemmas of trend exploitation. The podcast emphasizes the importance of cultural sensitivity in a data-driven world and reflects on the relevance of early 2000s digital culture amidst today's 'digital detox.' Personal anecdotes reveal how the book's insights have reshaped their careers and understanding of branding.

Mike Evans, a strategist and former head of global artist strategy at Red Bull Music, joins the hosts to discuss how challenger brands like On are redefining success by focusing on product fundamentals and cultural relevance. He delves into how On’s authentic connection to its community and strategic distribution through specialty stores has enabled it to rival giants like Nike. The conversation highlights the balance between scaling a brand while maintaining authenticity, emphasizing the power of genuine storytelling and community engagement in today's market.

The sale of a hand sanitizer company for $880 million, despite only capturing 5% of the market, exemplifies how modern challengers achieve success by redefining the rules instead of adhering to them.In this episode of Follow the Rabbit, we're joined by Jan Thede, Senior Director of Strategy at Berlin-based design agency A Color Bright, to explore their newly released challenger brand framework. Moving beyond the tired question of how to compete with market leaders, Jan reveals how successful challengers don't just fight for position—they redefine what the fight is about.Through A Color Bright's work with brands from cycling to running to fragrances, Jan has identified a pattern: challenger brands succeed by being unique, relevant, and true. But the breakthrough insight comes from their compass framework, which maps four distinct approaches challengers use to stand out in crowded markets.The conversation weaves through fascinating case studies that reveal these strategies in action:How On running shoes didn't just improve performance technology—they made it visually obvious you were wearing something different.Why Liquid Death succeeded by doing the opposite of what every water brand considered “good.”How Apple in the 1990s changed personal computer competition from specs to style with ads like “Sorry, No Beige”What TouchLand's $880 million exit teaches us about capturing intense loyalty in tiny market segmentsBut the real revelation comes through what Jan calls “the tote bag test”—a simple way to identify whether a brand has become an identity marker. Would you pay money for a logo tote bag from this brand? The question cuts through marketing speak to reveal which companies have transcended mere products to become part of how people express who they are.From Angela Merkel spotted wearing On shoes to the cultural phenomenon of the “MUBI person,” the episode explores how challenger brands navigate the tension between niche authenticity and mainstream appeal. The discussion reveals why being everything to someone beats being something to everyone—and how the most successful challengers create new categories rather than just competing in existing ones.Whether you're building a brand, making strategic decisions, or simply curious about how outsiders reshape markets, this conversation offers practical frameworks for understanding how challengers turn disadvantages into advantages.Chapters: 00:00 - Introduction: Niches Becoming Mainstream 01:48 - Welcome Jan Thede: A Color Bright's Challenger Brand Work 03:14 - What Makes a Challenger Brand? 05:36 - The Framework: Unique, Relevant, and True 08:11 - The Compass: Four Directions for Standing Out 13:49 - On Running: Innovation vs. Market Disruption 15:54 - The Angela Merkel Moment: When Challengers Go Mainstream 20:28 - TouchLand: $880M Exit from 5% Market Share 27:41 - The Tote Bag Test: Measuring Identity Markers 31:30 - Print Publications and Physical Brand Artifacts 34:08 - From Tech Companies to Tesla: The Evolution of Merch 37:22 - Mubi vs. Netflix: Different Games, Different Categories 44:39 - Sustainability vs. Differentiation: The Trade-offs 47:27 - Closing Thoughts: Understanding Your Own Brand Choices 48:13 - OutroLinks:A Color BrightA Color Bright's Challenger Brand Compass frameworkTouchLand acquisition coverageThe “Mubi person” Reel---------------Follow the Rabbit on ⁠Spotify⁠Follow the Rabbit on ⁠Apple Podcasts⁠Follow the Rabbit on ⁠Youtube⁠Follow the Rabbit is a Known Unknowns productionKnown Unknowns on ⁠⁠YouTube⁠⁠ Known Unknowns on ⁠⁠Instagram⁠⁠Follow the Rabbit is hosted by Igor Schwarzmann & Johannes KleskeFind out more about ⁠⁠Igor Schwarzmann⁠⁠ Find out moire about ⁠⁠Johannes Kleske⁠⁠

Explore how niche markets, like arthouse cinema and local journalism, are thriving against mainstream monotony. Discover the rise of Mubi, a leader in tailored streaming, and how teens in the Hamptons are reviving community news. Delve into the transformation of retail as personal connections reshape consumer behavior post-pandemic. The conversation reveals that being 'everything to someone' can outshine impersonal strategies, emphasizing authentic interactions over algorithm-driven reach.

Christie George, an investor, producer, and writer, shares her unexpected journey from a pandemic-inspired book report into a creative movement. She discusses the radical concept of doing seemingly pointless tasks as acts of resistance against a productivity-obsessed culture. Christie emphasizes the power of personal and collective memories, the joy found in unlearning, and the importance of authenticity in a digital age. Her reflections on creative hobbies illuminate how individual practices can foster genuine human connections, challenging conventional definitions of success.

Navigate the multifaceted landscapes of truth in a polarized world. Explore how multiple realities coexist through personal experiences, media narratives, and travel insights. Discover the concept of the 'comfort class' and its impact on understanding societal struggles. Listen as optimism from the Global South challenges dominant narratives around technology and AI. This discussion encourages empathy as a bridge for understanding diverse perspectives and complex issues in our lives.

Guillaume "Gee" Schmidt, the co-founder of Amsterdam's iconic streetwear brand Patta, dives into the power of print in a digital landscape. He shares how magazines have profoundly influenced his life, from inspiring creativity to forging cultural connections. Patta created its biannual magazine as a love letter to storytelling, emphasizing cultural depth over profit. With a mission to authentically represent Blackness, the magazine juxtaposes diverse influences, showcasing the brand's commitment to community and identity in the ever-evolving streetwear scene.

In a world obsessed with digital content, why are luxury print magazines not just surviving but thriving?In this episode of Follow the Rabbit, we explore the persistent appeal of print magazines in our hyper-digital world. Sparked by a New York Times article about “the revenge of the niche fashion magazine,” we examine how these physical artifacts create communities, serve as premium spaces for advertisers, and offer respite from algorithm-driven experiences.Drawing from Johannes' long-standing connection to Monocle magazine and broader industry observations, we look at how print publications are finding new relevance not despite our digital immersion but because of it. The discussion moves beyond nostalgia to explore how tactile media creates deeper engagement, how luxury brands seek “safe spaces” away from controversial online environments, and why younger demographics increasingly turn to print as an alternative to screen-based content.From indie magazine shops in Berlin to brand-created publications like Patta's community-focused magazine, the episode offers insight into how print media is evolving from a mere information vehicle to a cultural touchpoint that brings people together in physical spaces.Chapters:00:00 - Introduction & Context02:35 - The "Print is Back" Cycle04:10 - Johannes' Personal Connection to Print Magazines05:07 - How Magazines Survived the iPad Era07:15 - Niche Markets and the Myth of "Winner Takes All"10:13 - The Cultural Influence of Indie Magazines13:02 - Community Building Through Physical Media18:45 - The Role of Collectibility and Advertising21:37 - The Siemens Example: Digital Products in Print25:29 - Nostalgia as Alternative History28:52 - Digital Fatigue and Young Readers' Preferences35:40 - Bringing People Together: The Monocle Patron Circle39:17 - Print as a Counterpoint to AI-Generated ContentLinks:NY Times – ‘The Revenge of the Niche Fashion Magazine’: https://www.nytimes.com/2025/04/07/style/fashion-magazines.htmldo you read me?! Shop: https://doyoureadme.de/enMonocle: https://monocle.comPatta (Shop & Magazine): https://www.patta.nl/Digital Dualism as critizised by Nathan Jurgenson: https://thesocietypages.org/cyborgology/2011/02/24/digital-dualism-versus-augmented-reality/Sources for the statistics:2021 MPA Factbook: https://www.newsmediaalliance.org/wp-content/uploads/2018/08/2021-MPA-Factbook_REVISED-NOV-2021.pdfBold Entity: https://boldentity.com/print-marketing-a-millennials-perspective/Electro IQ: https://electroiq.com/stats/print-marketing-statistics/ ---------------Follow the Rabbit on ⁠Spotify⁠Follow the Rabbit on ⁠Apple Podcasts⁠Follow the Rabbit on ⁠Youtube⁠Follow the Rabbit is a Known Unknowns productionKnown Unknowns on ⁠⁠YouTube⁠⁠ Known Unknowns on ⁠⁠Instagram⁠⁠Follow the Rabbit is hosted by Igor Schwarzmann & Johannes KleskeFind out more about ⁠⁠Igor Schwarzmann⁠⁠ Find out moire about ⁠⁠Johannes Kleske⁠⁠

Adrian Monck, former communications chief at the World Economic Forum and independent journalist, dives into the complexities of the modern media landscape. He discusses the challenges of maintaining journalistic integrity while navigating algorithm-driven demands in his successful newsletter, 'Seven Things.' Monck shares his journey from broadcast journalism to independent publishing, emphasizing the paradox of freedom in writing without institutional constraints. He explores how evolving media consumption alters authority and trust, revealing the inherent 'incoherence' of today's narratives.