Substack is the new shiny penny in brand marketing—but done wrong, it can do more harm than good. In this episode, we get into how brands can actually use it well: what’s working, what to watch out for, and what too many are getting wrong. We’re talking strategy, good examples, and the insights everyone seems to be searching for. Skip to the bits you fancy.

03:01 What’s Substack? // A primer on the platform reshaping content and brand engagement.

Who’s Nailing It? // The brands making Substack work—and those that aren't.

12:03 American Eagle x Casey Lewis // How AE's collaboration with a Substack OG is redefining brand partnerships.

14:53 Hinge’s 5-Part Tease // Exploring 'No Ordinary Love' and the power of a limited series.

17:56 Loeffler Randall’s Founder-Led Take // Jessie Randall's personal Substack and the rise of founder-led content.

20:59 Must-Haves and Must-Nots // The do's and don'ts for brands venturing into Substack.

39:53 Who’s Reading // Understanding your audience and delivering real value.

46:45 The Basic Basics // From welcome letters to cross-posting—Substack fundamentals.

52:04 Takeaways, Insights, and Nuggets // Key lessons and actionable insights for brand strategists.

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ABOUT:

Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.

Chris writes a weekly newsletter for +14K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands |Follow her on Substack

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