Bad Bunny owned the Super Bowl. Here’s what brands can learn + Super Bowl ads ranked.

Brands are refusing to scale and it's working (here's why)

What I learned from writing 100 Substack letters

FYI: Milan isn’t close to Cortina. The Italy Winter 2026 Olympics travel guide.

The future of wellness: what’s actually emerging

GOOD FUTURE Guest Edition! 2026 Predictions across every category.

GOOD FUTURE 2026 Predictions. Across every category.

How Genexa’s new CMO leads like a mom (and why it works)

Laid off? Stuck? Scared? The advice we’re giving behind the scenes.

The GOOD THINKING Gift Guide 2025

The 20 best brand campaigns of 2025

What 18 Stores Taught Us About Brand Clarity

We’ve officially hit peak collab

The Best of Brand Experiences Are Happening in the Most Unexpected Places

Why Brand Experience Sells—and the Retail Mistakes Even Big Brands Make

Welcome to the Trust Economy

Contradictions are your brand's superpower

This legacy brand ditched safe ideas. And won.

Nike is a parable. Eugene Healey drops gems. Brands are now entertainment.

GOOD THINKING TOUR — NYC EDITION

Ralph is thrifting, Margiela is selling art: 5 signals you need to know

Diesel = the OnlyFans of denim?

Why Every Brand Suddenly Wants to Make a TV Show

Midlife isn’t a niche — the menopause market is massive

Substack is the new LinkedIn

From Meme to Marketing Win: Astronomer Played Crisis Perfectly

Inside China’s Wellness Wave: TCM Booze, Hyrox, and DIY Cocktails

Bravery Is a Muscle—And Most Brands Are Out of Shape

GOOD THINKING_10 TRENDS IN 20 MINS

Forget Ads—Here’s How Zara, Hinge & IKEA Are Actually Helping

From Pinterest to Google: The Best (and Worst) at Cannes 2025

Jones vs. Nicorette: The Brand Making Cessation a Lifestyle

Why Tech Bros Are Crying in Saunas (It's A Good Thing)

Why Toblerone, E.l.f, and Loewe Are All Doing Weird Stuff Right Now

From Menopause to Ketamine: The Power of Changing The Story with Jasmine Bina

Luxury Brands Are Still Chasing Ease. That’s a Mistake

Substack for Brands: Smart Move or Misstep? It's All About Strategy.

What Starbucks and Sephora Can Learn from Moot? How To Build A Gen Alpha Brand.

Inside NYC’s Most Intentional Brands — And What You Can Learn

Instagram's Close Friends is the new loyalty program

Google Nailed It. Marimekko Crushed It. Loro Piana Got Weird. A Milan Design Week 2025 Recap

The Ordinary Dropped EGGS?! This Is Why It’s Genius

Brands Are Getting Braver. Set Active Promotes Their Huge Mistake & Frida Frees The Cracked Nipple.

How Dude Wipes Used Big Butts to Dominate Expo West (And What Brands Can Learn)

Severance’s Genius Marketing Strategy: How Apple TV+ is Building a Cult Following

McDonald’s vs. KFC Are Fighting, Lululemon’s Bold Shift, and Dove’s WTF Rebrand.

Every Brand is Misbehaving (And Why It’s Actually Genius)

Open AI Super Bowl ad failed at humanity + Gen-Alpha's behavior might spell trouble for brands

Surreal vs Kellogg's, Tony's Chocolonely vs Cadbury's, the brands are punching each other.

Frida Baby's campaign hits it on the nose & Metamucil is missing the moment

Longevity Dads & Hormometers

2025 prediction? Brands misbehaving

2025 Predictions 🔮 across every category

Liquid Death's latest collab is brilliant

JD Sports gave us modern parents for Christmas

GAP's marketing is great. They still need help.

Slack hired humans—and they made brand magic

Rhode knows how to hack your feed

The best marketing of 2024 just happened

Starbucks & AG-1 are brands with benefits