Follow the Rabbit

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.

In this monthly recap episode, Igor and Johannes reflect on cultural phenomena that caught their attention during March 2025, exploring luxury consumption, wellness trends, and the evolving nature of media consumption.From the luxury supermarket Erewhon and its influence on brand perception to the complex social implications of GLP-1 drugs and the fascinating personalization of sound through the Endel app. The hosts conclude with insights on how long-form conversations are reshaping our relationship with media consumption and knowledge formation.Key themes:How luxury food retailers like Erewhon transform shopping into status signalingThe emerging social dynamics around weight loss medicationsPersonal soundscapes as a form of positive algorithmic personalizationThe shift toward conversations as units of culture and knowledge productionHow consumer products reflect our collective search for belongingChapters:00:00 - Introduction & Monthly Format02:55 - Erewhon: The Business of Aspirational Groceries12:25 - Status Signaling & The Loneliness Connection17:45 - GLP-1 on Campus: Elle's New Column on Student Usage24:52 - Andal: Personalized Soundscapes for ADHD Focus35:24 - Conversations as Culture: The New Unit of Knowledge Formation41:05 - Video vs. Audio: Different Ways to Experience Dialogue47:51 - Long-form Conversations & Human Connection52:27 - Closing ThoughtsSuggested Links:Erewhon-related content:Vogue Business article about Erewhon: https://www.voguebusiness.com/story/consumers/the-business-of-erewhon uID=16d13b220ccb049d0b0aeccdeb34f14634765ffc5ec3b5735cbf184ebf8c07f2Touchland:Article/coverage about their growth from 16M to 100M revenue: https://www.nbcnews.com/select/shopping/touchland-hand-sanitizer-rcna197416GLP-1/Ozempic coverage:Elle magazine's new column on GLP-1 drugs: https://www.elle.com/ozempic/The specific article about "GLP-1 drugs on campus“: https://www.elle.com/beauty/health-fitness/a63787623/ozempic-secret-college-campuses-trend-explained/Endel app:Endel's official website: https://endel.io/Conversations as culture:Kayle Chayka's newsletter post about "conversations as the new unit of culture“: https://onethingnewsletter.substack.com/p/conversations-are-the-new-unit-ofJeff Staple's dinner conversation video/series: https://www.youtube.com/watch?v=mSpLRsQ1vsw&t=695sOther references:Information about Jellycats and blind box collectibles: https://www.bbc.com/news/articles/c4g34x51en8o---------------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

Amy Daroukakis is a cultural strategist with 20 years of experience, renowned for her work on diversifying cultural insights. She discusses how trend reporting is heavily skewed towards just 10 cities, creating a limited perspective on global culture. Amy emphasizes the importance of curiosity as a professional asset in an AI-driven world. She shares fascinating stories from diverse cultures and challenges the stifling structures in creative industries. Additionally, she highlights how meaningful human storytelling can illuminate insights that algorithms often miss.

Dive into the viral curiosity of a $19 strawberry, revealing the complexities behind luxury consumption and outrage culture. Discover Japan's meticulous craftsmanship in fruit cultivation and the challenges of global logistics that make such a luxury item possible. The hosts analyze how social media fuels performative consumption and critique the intersection of sustainability and high-end markets. This discussion illuminates the absurdities of consumer behavior, framed within a larger cultural context of authenticity and digital engagement.