Recent take on marketing trends and culture around brands. When I study strategy, I see waitlists and gatekeeping as a major selling move, especially around well established brands.
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A recent piece of research exploring how fragrance discovery is changing.
The most interesting fragrance brands today aren't necessarily winning through distribution. They're winning through discovery. Creator ecosystems, cultural positioning, founder narratives, and social...
Starting to share more of my work on Contra.
My focus sits at the intersection of brand strategy, consumer psychology, internet culture, trend research, positioning, and cultural analysis. Most of my work starts with spotting patterns, connecting dots across industries, and...
A recent piece of work exploring one of my favorite topics: cult brands.
I've always been interested in why some brands become part of people's identity while others remain products. The answer usually isn't better marketing. It's a combination of community, symbolism,...
