A light and easy one for you this week, though certainly not without its hot takes. Back-to-school means denim season. Well, it has traditionally. We discuss if that’s still the right thinking with the rise of Bama Rush.

This season, denim looks different from recent years. We talk about why effort is making a comeback. And why brand risks are critical, but you need to take us on the journey.

Light but not that light!

And a heads up. Next week, we’re taking a 1-week pause on the podcast for a full digital unplug. Send recs for Comporta, Portugal, pls!

Hit the timestamp to skip to the bits you fancy

00:01 — DENIM SEASON // Back-to-school always equals denim. But this year felt more charged. We get into all the campaigns. What we like. And of course, what we didn’t.

04:01 — AE RAGE-BAIT // We chat AE. How could we not? And here’s Kirsten’s LinkedIn post.

07:51 — ABERCROMBIE SNOOZE // Safe and made for performance marketing isn’t cutting it, and more. Are they losing the ground they’ve gained?

09:24 — GAP GETS IT // Gap is taking us on a repositioning journey. And we’re here for it.

12:26 — MARKETING ≠ A DIRTY WORD // Brands are now advertising their ads. Effort, a POV, and entertainment are back.

16:50 — DIESEL SPICE // The “OnlyFans of denim.” But they own it.

20:29 — LUCKY PIVOT // From soccer mom jeans to Addison Rae. Quite the shift.

21:54 — LEVI’S LEGACY // ‘Americana’ feels charged these days. Levi’s might be playing it safe. Smart?

28:51 — HERITAGE VS RELEVANCE // Brave is the only way forward.

30:30 — CAMPAIGNS AS JOURNEYS // Why every ad is now a rung on the brand journey ladder.

35:03 — BTS VS BAMA RUSH // Back To School might have always meant denim, but it’s not competing with Bama Rush. Too much noise?

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 +15K 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

Hi all,

We have a fun episode this week, diving into the brand content boom and made-for-social shows (drop a comment if you’ve seen the right word for these!). We get into all the examples below, talk big-picture takeaways, and more.

Enjoy.

Hit the timestamp to skip to the bits you fancy

03:36 — BILT / ROOMIES // This campaign is so good that it got Patrick Coffee Wall Street Journal looking into it. @rachel Karten first brought this one to everyone’s attention with her interview. It’s a great example of how marketing is no longer a dirty word, ‘effort’ is back in style, and a single-topic accounts being a good strategy on TikTok.

16:02 — THE CHECKLIST // Are people sharing it? Talking about it? Commenting? Feeling seen in it? That’s the bar.

16:19 — ALEXIS BITTAR / BITTARVERSE // Alexis Bittar was one of the earliest players with their ongoing series. Now celebrities are appearing on it. A great example of doing humor and creating shareable meme content, without being a ‘funny’ brand. However, the view count of Bittarverse dwarfs their other content, and had they launched today, perhaps they would have made a standalone account.

21:29 — LITTLE CEASARS / PRETZEL CRUST ISLAND // Slapstick Survivor parody with Nickelodeon slime energy (if you’re old like us). Bizarre, unhinged, but honestly should have gone further

24:35 — INSTYLE / THE INTERN // Basically The Office reimagined for today, with an intern who’s terrible in all the right ways. Smart casting has made this more relevant than InStyle has been in years.

29:04 — ARGOS / ARGHAÜS // For US listeners: Argos is like Walmart or Sears. A catalog brand than went digital who sell just about everything. Their spoof on conceptual art shows off their product range, powered by beloved UK TikTok comedians who bring both delivery and built-in audiences.

38:29 — TOWER 28 / THE BLUSH LIVES OF SENSITIVE GIRLS // Product-heavy and campaign-driven. Works better as a limited run tied to a campaign/launch, rather than a on-going seasonal show.

41:42 — CDPH // ME AND NIC BROKE UP // A Chicago Public Health vaping cessation campaign turned into a shareable short series. Proof that even the driest topics can be entertaining. Full transparency, I was involved in the strategy of this project alongside the amazing folx at YMC.

45:37 — OATLY // CAFÉ CON EL ABUELO // A softer, docu-style series where a grandson takes his abuelo to bougie cafés. Charming but less viral than others. Likely part of Oatly’s broader elevation strategy that their lookbook is going for.

50:35 — HONORABLE MENTION: PATAGONIA DOCS / / While Patagonia isn’t making social-first shows, they’ve been making brand films since the dawn of time. But they should evolve. They need to hire a TikTok editor, like Byron Stewart has talk about. Or talk to the editors at The Diary Of A CEO, who are masters of this craft.

52:37 — BANDIT / DIALED // A year-old but still strong series. Mini-docs about runners that work because they tap universal truths of runner pain. Less humor, but still share-worthy.

That’s all, folx.

-Chris

If you listened/read this and liked it, that little heart is there for that. The algo and I appreciate it.

PS. If you prefer Apple, Spotify, or YouTube, you can listen there too.

Very excited for this episode. If you’ve been reading here, you know we’re both obsessed with the healthcare overhaul happening right now, the opportunities in the peri/menopause space, and brand leaders who refuse to behave like the rest.

So we were thrilled when Joanna Strober, CEO and co-founder of Midi Health, agreed to come on and chat.

In this episode, we get into the myths that still dominate the female health space, why longevity is really just prevention rebranded (meant as a compliment), and how menopause can be a leadership superpower.

Health, futurism, and leadership all in one. Enjoy!

Hit the links to skip to the bits you fancy

04:44 — MENOPAUSE IS HOT // Joanna’s shirt says it all. We talk about her perimenopause story, the $1,000 consult that got her going, and why she built Midi.

09:05 — MYTHS NO MORE // The two big misconceptions—“too young” and “all done”—and why they’re holding millions back from care. Plus, why this market is bigger than anyone thinks.

14:01 — SHOW & DOUGH // Midi is both B2C and B2B. And each benefits from the other.

16:34 —WORDS MATTER // Prevention has gone through a rebrand, and it’s now called longevity.

26:16 — MENOPAUSE MINDSET // How the mindset shifts in menopause become a leadership superpower.

30:10 — THE FRUSTRATION EMAIL // The bold customer move every brand should steal—and why it works.

34:55 — JOANNA’S STACK // Fiber gummies, cortisol managers, and why design matters as much as efficacy. The packaging is cute:

THE DEBRIEF39:26 — PATIENT TO PILOT // Patient-led care is becoming the new norm.

40:16 — LEADERSHIP EDGE // Menopause as a “no-ego, more-clarity” superpower.

41:26 — MAKE IT YOUR PROBLEM // We unpack the “frustration email.”

43:40 — PREVENTION’S KALE MOMENT // Rebranding prevention. The takeways.

44:27 — INSULIN ERA // We go on a tangent. Insulin-friendly enters the chat.

Meet Midi

This episode isn’t sponsored, We just like what Midi and the are doing and how Joanna speaks on LinkedIn and asked her to come on.

You might know them for working with influencers like Caitlin Murray.

But in case you aren’t familar: Midi is modern healthcare for ‘your second ac’t. They offer virtual care for women in peri and menopause. Think HRT, supplements, care, you name it, all covered by insurance.

Big picture Midi is working on reframing midlife from taboo to category.

Huge thanks to Joanna for chatting.

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 +15K 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

We’re back with another episode of GOOD SIGNS—a monthly round-up of 4 letters, looking at what’s bubbling up.

Again, we’re not calling these trends. That’s way too heavy for a month’s worth of content. These are signals, patterns, counter-trends. Stuff that’s emerging, continuing, sticking out, or simply, what we’re finding interesting in the last month.

Enjoy! And let us know what you think.

Skip to the bits you fancy.

1.

ACCESSIBLE HERITAGE // Heritage and collectibles are getting experiential. And more accessible. The story still matters, but the circle that wants a piece is widening. And how we buy these coveted products in changing too. Auctions streaming, car shows that rival Coachella, and fractional tokens let anyone buy a piece of whatever pie they want. If the trove is sealed, today’s buyer will look for a brand willing to unseal one. And make it entertaining.

Places it’s showing up:

* Christie’s $87.7MM jewels sale pulls in first-time bidders chasing Mughal lore.

* Pebble Beach’s “Cannes of cars” lets visitors check out the best. And post about it.

* Robinhood tokens offer slices of SpaceX and OpenAI pre-IPO.

* Gap archive drops and J.Crew’s ’90s revivals.

* Whatnot live card breaks deal luck and wins in real-time.

Pendulum swing → Private WhatsApp founder circles and private CMO-only dinners are rising. As some doors open, some are closing harder.

2.

IP PLAY // Fan fiction has moved to into brands. Consumers are remix logos, menus, and jingles—then spread the mashups wider than any ad buy can reach. Join the party or let the party start without you.

Places it’s showing up:

* Starbucks' ‘Secret Menu’ and Taco Bell ‘Fan Style’ let your ideas take over.

* KFC × Uniqlo × Luckin name-mash goes viral as “Can you marry me?”

* Jet2Holidays’ jingle turns into an airport catch-phrase and viral meme.

* Skøda co-creation with grafitti for the Tour De Femmes.

Pendulum swing → Curated lens are loved. Ibiza’s Jondal or Grand Cayman’s Palm Heights invite you in but on their terms. You live inside their edit. And you love it.

3.

LIVE BUT OFF // When every phone, watch or wearable can listen, silence feels like service. No-camera zones, traceless payments, and ‘closed rooms’ all point to a future of no-go-zones. While the appetite for live events has never been bigger, we’ll want the good ones to be offline.

Places it’s showing up:

* Tyler asks for “no cameras, please” so his fans won’t become memes.

* Cannes CMOs’ camera-free rooms keep talk between peers.

* Jack Dorsey’s Bitchat moves payments over Bluetooth. No internet, no trail.

* Bee bracelet records chats for you, and lets you search them. The convenience will likely outweigh the fears.

Pendulum swing → Wimbledon fires off 373 posts in a week, and it worked. And they snooped on people’s convos and everyone loved it.

4.

SUBSTACK’S THE FUTURE OF BUSINESS // The sharpest B2B (and many B2C) moves are happening in newsletters, not boardrooms. Writers run paid surveys, bundle SaaS trials, and launch job boards. These ‘influencers’ are giving the people what they want and the brands what they can’t find anywhere else.

Places it’s showing up:

* Emily Sundberg GLP-1 survey sells insights we crave and the ad slot.

* Subscriber polls by Rachel Karten , Ochuko Akpovbovbo , and Kate Whalen surface signals Ipos could.

* Lenny’s $10K AI-tool bundle makes a newsletter is better than any paid Google ad.

* Substack job boards are making LinkedIn look inefficient. And proving it missed the moment.

Pendulum swing → Face-to-face will matter more than ever. As AI influencers, and AI twins (this is the influencer I mention on the pod using it, much to the distain of her followers), take off, the world becomes somewhere you don’t fully trust. Human handshakes will matter more than ever.

5.

BUILT BY ME // One-size-fits-all is hitting rock bottom. People are DIYing apps in an afternoon, and text-to-video is getting so easy your kid can make a top tier production in a day. But it’s not just tech that’s getting this ‘build my own’ mindset. Health care is too. The commonality is: I’m the expert on me. I know what’s best. And I can do it myself.

Places it’s showing up:

* MenstruAI pads & Mira jingle put lab-grade tests in the bathroom.

* Healthcare desires are changing. What we want to bundle is shifting.

* Showrunner lets subscribers script and star in their own series.

Pendulum swing → Expertise still matters. Hotels are offering classes with Venus Williams and Olympic cyclists. We still love experts. We just want to pick them.

The four letters referenced in this episode:

* P&G made 'yassified condoms'. Oh, wait, it's shampoo.

* Taco Bell wants to make your tacos famous

* Cash App made a mini-movie with Timothée Chalamet

* Mira Fertility made the best ad—of all time?

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 +15K 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

Touching on our fave things from the last month of letters.

Of course, we talk about Astronomer’s crisis marketing. We also discuss Range Rover’s misunderstanding of culture versus consumer. Why Bees and wearables will make privacy a super luxury. Plus, we talk about the rise of jingle, why ‘Holistic’ means something else today, and how Claire’s can thrive in this next chapter. And a bit more.

Enjoy!

Hit the links to skip to the bits you fancy

01:39 — THE NEW CRISIS MODE // Astronomer’s latest move was a crash course in modern crisis comms. Read this in the letter here.

08:18 — CUSTOMER VS CULTURE // Range Rover’s new emblem misses the point. Their customer is not who keeps them cool. In the letter here.

16:54 — POSITIVE PRIVACY // No-phone zones are about to be something we celebrate and crave. More here and here.

22:50 — CLAIRE’S CLARITY // To the right the ship, Claire’s needs to be thinking big. We discuss what needs to happen. Here’s that letter.

31:10 — JOLLY JINGLES // M&S drops a song about snacking. And Mira Fertility made the most shareable ad on the internet—about perimenopause. We chat why this is happening.

00:36:21 — HOLISTIC HEALTH 2.0 // Holistic isn’t what it used to mean. We talk about where this is all headed. And why some who failed were just too early. More here.

40:31 — DESTINATION DUPE // Azores over Hawaii. Comporta over the Amalfi Coast. Why the future of travel is off-the-beaten path but with good sheets. Found in this letter.

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 +15K 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

We have such a fun episode and letter for you this week! Our friend, Yaling of @Following The Yuan, who you all know well from my countless references, agreed to do a special China edition of the newsletter and come on the pod to discuss it.

As always, the lens of this letter is a best-of-the-best on culture, trends, marketing, etc. What I’m dropping to friends on Slack or finding useful in meetings with brands. This time with an amazingly insightful Chinese lens!

Let’s dive in!

CULTURE

TOMORROWLAND CHINA // Tomorrowland is known for its free-spirited outdoor extravaganzas, and a global celebration of electronic music. In a highly censored environment, my first impression is that its China edition is poised to be quite different. Judging by its collaboration between Tomorrowland, esports company Hero Esports, and local entertainment venue INS Land, the launch in November would be an indoor club night at best.

NEZHA 2 SUNSET // China’s mystical cartoon Nezha 2, which became the highest-grossing film in the world, finally sunsets after 153 days on June 30 in China. Its success is seen by patriots as evidence of the country’s soft power. But how much advantage has it received from preferential treatment, as most movies come off after a month?

F&B

LOVING LYCHEE // From Chagee’s “One Ride in Red Dust” (lychee black tea with milk) to Chapanda’s sea salt lychee milk tea, fresh Lychee beverages are shaping up to be this season’s MVP flavor in China. That perhaps has something to do with a surge in lychee production in the Canto area, which is 4 times higher than last year.

DRUGS & BOOZE

CHINESE CRAFT // A panel at the recent Craft Beer China 2025 trade show spotlighted the growing appeal of “dual-use” ingredients—substances rooted in traditional Chinese medicine (TCM) that serve both culinary and therapeutic purposes, like goji berries and Sichuan peppercorn. The market for such functional alcoholic and non-alcoholic beverages is expected to reach 26–30 billion RMB by 2025. But brands should stick to the 110 officially approved ingredients—or risk being accused of “TCM-washing.” A craft beer that doubles as a hangover cure? Sounds ideal.

SILVERS, ALPHAS & ZS

TEEN PRODIGY // 15-year-old climber Li Meini, a new Arc’teryx athlete, completed a 5.14a-level climb in Yangshuo when she was just 10. Climbing hasn’t been accessible at a mass level in China. It’s always encouraging to see brands investing in next-gen athletes. (Chris: China has been investing heavily in outdoor sports, more here.)

RETAIL

STARBUCKS FENG SHUI // After Louis Vuitton revealed its new multi-purpose space in Shanghai, The Louis, combining retail, Le Café Louis Vuitton, and an exhibition area. People noticed that it's facing Starbucks’ largest store in China, Starbucks Reserve Roastery. That's bad feng shui. As chatter spread through Shanghai WeChat groups about this, Starbucks turned to RedNote to ask for help to counter the narrative. That’s a great example of making people feel that they’ve been heard, and that you aren’t taking yourself too seriously.

TECH

ELECTRIC POP // Labubu’s maker, Pop Mart, is now eyeing the consumer electronics sector, according to hiring posts of R&D engineers, quality experts, and category buyers for coffee machines, kettles, and more. Will we see Labubu-shaped kettles and coffee machines? I’m waiting to be surprised.

XIAOMI RACING AHEAD // Xiaomi’s newest fitness band is out in three styles: standard, NFC, and a luxe ceramic version. The Band 10 features a 21-day battery life and is compatible with Xiaomi’s smart home operating system. However, selling at 379 RMB ($53), it lacks built-in GPS, so tracking can be a bit off. Since 2024, Huawei has overtaken Apple to become the No. 1 smartwatch seller in China, with Xiaomi following in third place. Can Apple’s upcoming Ultra model handle the pressure?

SPORT

HYROX MILESTONE // Indoor fitness competition Hyrox now has more than 100 affiliated gyms in mainland China, across 23 cities including Beijing, Kunming, and Shenzhen. As multiple chain gyms shut doors, the rest are chasing for traffic and usp in an economic downturn, and Hyrox’s olive branch comes at the right time.

WELLNESS & BEAUTY

BIG RE-SET // Hong Kong-based PURE Group, known for its premium yoga and fitness chains in Asia and the US, is betting big on wellness with the global debut of Re:set on July 1 in Hong Kong. The smart wellness studio includes a cold shower system, and an integrated area combining red light therapy, compression, and zero-gravity recliners. As the traditional fitness industry gets threatened by the emergence of community sports like Hyrox and run clubs, it’s an interesting experiment to watch for fitness and wellness businesses as they ponder their next bet.

TRAVEL

HOTEL BAR // Popular Beijing bar brand Tiaohai (which literally means ‘jumping into the ocean’ in Chinese) is jumping into hospitality. Its first hotel, “Tiaohai Living,” will launch in Shenzhen’s Nantou Ancient Town in August. The positioning? A youth-centered community hotel for creative, adventurous souls to explore local living and of course, enjoying a good beer in the meantime.

FUN FOR THE WEEK

Brands and people you should be following:

* Luckin Coffee, the Chinese coffee brand that just entered the U.S., and language learning app/meme master, Duolingo, announced their July wedding and everyone’s invited (to try their green mung bean latte).

* Samuel Gui Yang — a trailblazer in new Chinese style fashion

* hu_die_gong_zhu — the queen bee of China’s “Too Cool” trend

* Barlotuschina — a creative bar concept that has 6 establishments in China and the UK (London). It’s on my list!

* fabric_qorn — an edgy Shanghai-based designer brand, where every piece feels like it belongs in a contemporary art gallery

* anguschiangofficial — I feel an immediate affection toward this playful Taipei brand maybe because I share the same surname as the designer/

* nazenaze.cn — a thoughtful project led by Chinese fashion group ZucZug to support ethnic minority communities in central China with making a living through ‘weaving slow’ (what the brand name means) while preserving the traditional technique

* zelamlim — first spotted him in an Arc'teryx Lunar New Year campaign — turns out he's a surfer, painter, and reminds me of both Chinese fine brushwork and surrealist paintings

* wofulcibei — memes are the best learning tool for a new language. If you’re learning Chinese and like chaos, start here.

* accentsisters — NYC-based bookstore throwing the coolest events celebrating Chinese regional accents and all things diasporic.

* yusu_suyu — multi-talented creative who DJs and cooks, sometimes she does those two things together

* she_shan_yu — Taiwanese tattoo artist based in London, I’ve been telling myself for a year that I should get my next tattoo from her.

* fengchenwang — one of the most commercially successful Chinese designer brands

* itsyue_yu — London-based fashion graduate, her imitation of a British accent is uncanny

* chazence_official — Macau-based studio that uses tea waste in designing products, shop fronts, and more

* daigasikfaan — (means ‘everyone, let’s eat!’ in Cantonese) London-based Hong Kong blogger who does easy-to-follow East Asian recipes

We've talked a lot about bravery on this podcast—what it looks like, how it feels, and why the brands that have it are winning.

But brave (or courageous) brands don’t happen without courageous leaders. And courageous teams.

So we were excited to chat with Ryan Berman, host of The Courageous Podcast, and expert on brave brands and brave behaviors.

We talk all about leading through uncertainty (hello AI, hello tariffs, hello world order), building the kind of team that doesn’t freeze or squash greatness when it’s needed most, how teams get unstuck, how polite culture kills bold ideas, and I ponder if social media managers might be the most future-ready leaders we’ve got.

This episode is one giant reminder that courage isn’t a campaign. It’s a muscle. Use it or you lose it, as my pilates instructor loves to say.

There’s a lot of wisdom, a little therapy, and a surprising rugby metaphor by yours truly.

Meet Ryan Berman

Ryan is a friend and the founder of Courageous. He’s spent 25+ years helping brands make braver decisions—before they’re forced to. He’s counseled leaders at Snapchat, Kellogg’s, Kraft Heinz, and Bausch & Lomb.

He’s done keynotes for just about everyone you can imagine. And his three-part framework—Knowledge × Faith × Action—builds courage from the inside out, so you can show up as the brand the world actually wants.

Ryan has interviewed over 220 guests—everyone from Navy SEALs to CEOs, astronauts to his 9-year-old—all on the topic of courageous leadership. (He once interviewed us, too. Give it a listen!) So, he’s a bit of an expert. And couldn’t be a nicer person to talk to about handling the ‘future’ we’re all currently walking into.

Enjoy!

Hit the links to skip to the bits you fancy

01:39 — THELMA, LOUISE & RYAN // Meet Ryan, a career fear-fighter.

05:40 — 220 INTERVIEWS, ONE TRUTH // The most surprising insight from Ryan’s 220 podcast conversations.

11:25 — KNOWLEDGE × FAITH × ACTION // Ryan’s three-part framework.

18:15 — SLOW IS SMOOTH, SMOOTH IS FAST // Why courageous teams should pause before they race ahead.

22:45 — IDEAS NEED LEADERSHIP // Courageous ideas die without courageous leaders.

25:55 — GOAT = GREATEST OF ALL TEAMS // Time to reframe GOAT. Are you working in one? If not, the first thing to ask is: why not?

34:10 — THE AGENCY DEATH SPIRAL // Is all creative work headed in-house? Is the agency to in-house back-and-forth cycle over? What still works about external partnerships—and what doesn’t.

41:05 — THE LONELY CMO // It’s lonely at the top. And that’s worth talking about.

44:45 — WELCOME TO WORRY WAR II // How panic is distorting strategy, and why a clear North Star is more necessary than ever.

48:20 — AI SIDEKICKS & CLARITY OVERLOAD // You’re not leading an 80-person team. You’re leading 160. Every human employee now has an AI assistant, and how that changes things.

50:16 — THE REAL COST OF “POLITE” // What’s the conversation your team keeps avoiding?

52:02 — PERFORMANCE ≠ PREFERENCE // AI is about to make every brand an expert marketer. Your ability to optimize won’t be your differentiation.

53:30 — COURAGE IS A MUSCLE // Bravery isn't a campaign. It’s something you have to practice. Daily. And it does get easier.

55:12 — SOCIAL TEAMS & FEARLESS LEADERS // Why social media managers might be the most prepared to be fearless leaders in the new era of AI.

Huge thanks to Ryan for joining us. Find him at ryanberman.com, on LinkedIn, or listen to The Courageous Podcast wherever you get yours.

That’s all, folx.

If you liked this one, hit the heart. The algo and I appreciate it.PS. If you prefer Apple, Spotify, or YouTube, you can listen there too.

If you liked this, you might like this episode, too.

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 +15K 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

We’re back with another episode of GOOD SIGNS—a monthly round-up of 4 letters, looking at what’s bubbling up.

Again, we’re not calling these trends. That’s way too heavy for a month’s worth of content. These are signals, patterns, counter-trends. Stuff that’s emerging, continuing, sticking out, or simply, what we’re finding interesting in the last month.

Enjoy! And let us know what you think.

Skip to the bits you fancy.

1

2:45 — GIVING GENEROSITY // This isn’t about the ‘purpose economy’. And it’s not just utility. Brands are leading with generosity. The brands winning aren't selling dreams. They're solving problems. They are moving from an extraction mindset to one of contribution. In a world that feels busy and transactional, these brands are showing up with something genuinely useful before asking for anything. And it’s resonating.

Places it’s showing up:

* Bold Bean Co. free beans for Glastonbury-goers on the late train.

* Gymshark’s patch-sewing station for Hyrox finishers.

* IKEA’s well-designed grab bars and step stools for Silvers.

* Zara’s Travel Mode.

* Hinge’s $100/month for staff to go on dates + “Your Turn Limits” to reduce ghosting.

Pendulum Swing → In parallel, we’re seeing pure, unadulterated indulgence moments win.

* The $60K Pan Am experiences.

* Xenon-assisted Everest climbs.

* Ritz-Carlton’s Luminara yacht.

* Capital One Lounge’s 45-min JFK cheese tastings.

2

19:47 — THE REAL ISSUE // Trust isn’t something you declare—it’s something you earn over time. And it’s becoming a premium product. As AI floods content feeds and creators fight for reputation over reach, trust and realness have become valuable commodities. But this isn’t just about being transparent. Imperfection is a competitive advantage. And you’re hard-earned reputation is a strategic position not to be messed with. There are many levers of trust and realness and they all have more value than ever.

Where it’s showing up:

* @babytamago and Kerrygold’s unpaid influencer trip.

* Emily Sundberg’s J.Crew rebuttal.

* Adidas’ ‘She Breaks Barriers’ campaign shot by a childhood friend.

* Dr. Squatch’s scrappy, gives-no-fs style.

* Fanatics Fest removing the barriers between you and your idols.

* McDonald's social manager breaks the 4th wall.

* Steve Madden's "blunt, uncle-esque charisma."

Pendulum Swing → AI influx is here. From cheap, unhinged fever dream content to brand-owned AI influencers. We’re in for a lot of ‘it’s not real but we don’t care’ energy.

* Kalshi’s “AI fever dream” ad.

* AI influencers on the horizon.

3

29:51 — MAINSTREAM REBELLION // Whole industries are being remade as people reject legacy gatekeepers. From education to sports, finance to fashion, the alt is the main event. New institutions are emerging, and they don’t need credentials to hold power. There's a wholesale rejection of established authority manifesting across every category. People aren't just seeking alternatives—they're actively hostile to anything that feels institutional or mainstream.

Where it’s showing up:

* Base44’s inception to $80MM sale in 6 months.

* ATHLOS League, where athletes are owners, not just players.

* Outro Health + PainWaive off-boarding people from big pharma.

* Texas investing $50M in psychedelic research.

* Dishoom Hotel + Jacquemus parasols at Jondal.

* OnlyFans means adult content is no longer owned by the big players

* Oura’s “Give Us the Finger” campaign put users in control.

* 25% of Gen Z say destination dupes feel "trendier" than originals.

* Linq’s revenge porn startup flips the control.

Pendulum Swing → Institutions can evolve, not just collapse. Some traditional players are adapting instead of dying—meeting new expectations without abandoning their roots.

* What made Pam Am great was never just the plane and the logo. It was the difference in the offering.

* Higher ed will be reframed as ‘thinking gyms.’

* Flag football + youth leagues are evolving a sport for the times.

4

39:26 — CHOOSE YOUR OWN VELOCITY // Taste is moving faster than strategy. Influence is flowing laterally—group to group, comment to comment. Fandoms rule the world. Consensus is building in real time. And momentum is spreading through word-of-mouth, not brand decks and marketing campaigns. And how you respond to this matters. Brands need to choose their own velocity adventure.

Where it’s showing up:

* Creatine > Collagen — The hive of anecdotal evidence is driving trends versus what corporations are marketing.

* Snap’s Saturn is built for velocity and visibility.

* Gen Alpha’s voice-only habits.

* Fred Again x Skepta’s Twitch-to-YouTube album release.

* Corporations will enable employees to create vibe products.

Pendulum Swing → Not everyone is racing. Some are investing in longevity—in storylines, slowness, and staying power.

* Belmond’s timeless luxury.

* Nike’s Breaking 4 campaign.

* Adidas’ Superstars with Samuel L Jackson.

* Vera Bradley + Drunk Elephant. But be warned: if you try to play in the fast lane but don’t understand it, it will bite you.

5

46:30 — PUSHED TO BE BETTER // AI is no longer automating the obvious; it’s learning “style” and “flair.” Perhaps, teaching the machine the fringes of creativity doesn’t kill it. Maybe, just maybe, it raises the bar.

Where it’s showing up:

* Owl.ai judging “style,” allowing athletes to focus on flair, not penalties.

* AI influencers will push real influencers out of GRWM mediocrity

Pendulum Swing → The rise of moments the algorithm still can’t grasp or reach. Presence, or hyper-personal craft, becomes the point.

* Wimbledon’s bespoke gifts.

* Boardroom’s invitation-only members' club.

The four letters referenced in this episode:

Steve Madden is beloved by TikTok girlies.

Loewe x The Grateful Dead. Worried? 

Alphas and Zs are killing brands. 

Is Erewhon moving to Paris?

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 +15K 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.

PS. If you prefer Apple, Spotify, or YouTube you can listen there too.

What really happened at Cannes 2025? We break down the brand experiences that mattered—and the ones that fell flat. From Pinterest’s immersive takeover to Google’s elusive events, here’s our full recap with real talk, real insights, and everything we wish brands knew.

THIS WEEK’S EPISODE:

* 02:01 — Pinterest brought their brand to life 88 ways when most didn’t do 1—and won.

* 08:37 — Female Quotient wins for most actionable takeaways.

* 14:03 — COLLINS House managed the one thing lacking everywhere else: atmosphere.

* 20:19 — TikTok’s team wins for best understanding of guest experience.

* 24:38 — Canva did 3 things very right: visual identity, swag & gatherings.

* 28:09 — LinkedIn was dialed in. And packed it with a brand’s best friend: good staff.

* 32:35 — Brands & Culture became our de facto hub—something desperately needed.

* 35:49 — Yahoo’s team built something very cute. But it lacked one crucial thing.

* 38:25 — Sports Beach was a popular destination. But they had a plan for it.

* 39:56 — Marriott had the right talent. But they misunderstood the assignment.

* 42:29 — Brand Innovators continues to crush it. But dear lord, that logo.

* 45:15 — BCG wins for the lowest ceilings in the history of all events.

* 47:09 — Goals House: the coolest crowd and chillest vibe came together over impact.

* 49:09 — Sunday Dinner gathered and bonded people—no small feat.

* 50:50 — Google, the impossible hard ticket. But why?

* 52:10 — Thrads: Young guns with a Rolls-Royce and a robot dog.

* 54:09 — Inkwell winning with an important message.

* 55:42 — A few quick thoughts on Substack. Invisible yet there.

* 57:05 — The hottest ticket: the closed-door sessions.

* 58:10 — Kirsten tells us about judging Young Lions

* 59:08 — Little notes on Amazon, Tubi, Snap Meta, DoorDash, and more.

* 01:02:20 — 10 hot takes on what needs to happen next year.

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 +15K 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

PS. If you prefer Apple, Spotify, or YouTube you can listen there too.

In this episode, we chat with Hilary Dubin and Caroline Vasquez Huber, the founders of Jones, about how they’re re-imagining the healthcare space (spoiler: they consider themselves a wellness & beauty brand). And along the way, we get into some of our favorite topics: shame (a topic we also tackled in a recent episode with strategist and cultural futurist, Jasmine Bina), gratitude, and vulnerability.

Jones is building a suite of cessation products, from mints to an app, but it’s bigger than that. They are re-defining what it means to be a Quitter. And giving us a great example of how healthcare is changing.

Huge thanks to Caroline and Hilary for chatting. Give Jones a follow on Instagram and TikTok. And if you happen to be looking to quit, this is just the tip of the iceberg in terms of resources:

* The benefits of quitting vaping.

* The science behind Jones' app.

* And the ultra taboo question: Will I gain weight?

ABOUT

Hosted by Chris Danton and Kirsten Ludwig, this show cuts through the noise, pulling sharp insights from across retail, tech, F&B, wellness, travel, sports, beauty, and more. No silos, no fluff—just the most relevant trends and strategies shaping business today.

Subscribe to the best brand and marketing on YouTube and to GOOD THINKING on Substack to get the sharpest insights delivered every week.

PS. If you prefer Apple, Spotify, or YouTube, you can listen there too.