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Every brand says “community.” Topicals actually means it.
Does anyone rememeber Amina Muaddi?
What Skims and Rhode know about selling out, that most brands don’t.
This is the quietest brand in fashion—and here’s why it works.
PLT’s beige era is here — but is it believable?
How to build a brand world (and sell sunscreen while you're at it).
Brands get August wrong. They treat it like dead time or a summer holiday from thinking. It’s neither. It’s recon. The fake calm before the September sprint. Blink and you’re in Q4 wondering what happened.
Want to know how people really feel about life? Look at what they buy in August. Not swimsuits or SPF — but winter coats in 32‑degree heat, “just in case.” School supplies before September.
I’m all for August laziness, but also August strategy. This is when you watch, recalibrate, and connect the dots.
Lately I’ve been everywhere: Dubai desert air, Mykonos spray, Barcelona nights, Alicante mornings. The kind of travel where your hair stays salty, your camera roll stays private, and yes — there’s shopping. All of it seeps into my work, and into Brand Insider.
Even in the lull, brands are loud. SKIMS vs. Rhode shows beauty and fashion may have totally different stories but very similar methods of storytelling. Vaseline just flew influencers to a private island to sell body lotion. Summer marketing is always a bit bolder, glossier, and ridiculous — and people love it.
We’ve launched How to Brand… — taking the trends on your FYP and turning them into real brand worlds. Fonts, tone, textures, strategy. First up: Recession Core — burnout beige, low expectations, accidental charm.
Also on my radar: beach reads for brand founders, whether Amina Muaddi still matters, summer brands worth watching, and what works in seasonal marketing. Plus, I'm writing a lot of think pieces this month: why “girlhood” brands hit so hard, how Labubu (the ugly‑cute elf‑bunny) went from Louvre gift shop to TikTok Asia, and if the “It Girl” brand is finally done.
August isn’t empty — it just moves slower. That’s when you notice the details. That’s where the best ideas hide.
What’s been in my bag, on my wish list, and in my browser tabs this month.
Sign up for our newsletter to receive weekly case studies and insights from Brand Insider.
This brand perfected basics, here's how.
The activewear brand loved by celebs. But what's behind their success?
We’re obsessed with Reformation — and there's two big reasons why.
The surprising evolution of this everyday store.
How Jess Hunt brought this brand to life through brand activations.
While the brands mentioned are not sponsored or paid advertisements, some of the products highlighted may earn us a commission.
Brands get August wrong. They treat it like dead time or a summer holiday from thinking. It’s neither. It’s recon. The fake calm before the September sprint. Blink and you’re in Q4 wondering what happened.
Want to know how people really feel about life? Look at what they buy in August. Not swimsuits or SPF — but winter coats in 32‑degree heat, “just in case.” School supplies before September.
I’m all for August laziness, but also August strategy. This is when you watch, recalibrate, and connect the dots.
Lately I’ve been everywhere: Dubai desert air, Mykonos spray, Barcelona nights, Alicante mornings. The kind of travel where your hair stays salty, your camera roll stays private, and yes — there’s shopping. All of it seeps into my work, and into Brand Insider.
Even in the lull, brands are loud. SKIMS vs. Rhode shows beauty and fashion may have totally different stories but very similar methods of storytelling. Vaseline just flew influencers to a private island to sell body lotion. Summer marketing is always a bit bolder, glossier, and ridiculous — and people love it.
We’ve launched How to Brand… — taking the trends on your FYP and turning them into real brand worlds. Fonts, tone, textures, strategy. First up: Recession Core — burnout beige, low expectations, accidental charm.
Also on my radar: beach reads for brand founders, whether Amina Muaddi still matters, summer brands worth watching, and what works in seasonal marketing. Plus, I'm writing a lot of think pieces this month: why “girlhood” brands hit so hard, how Labubu (the ugly‑cute elf‑bunny) went from Louvre gift shop to TikTok Asia, and if the “It Girl” brand is finally done.
August isn’t empty — it just moves slower. That’s when you notice the details. That’s where the best ideas hide.
What’s been in my bag, on my wish list, and in my browser tabs this month.
Sign up for our newsletter to receive the latest brand news and insights from Brand Insider.
