THIS WEEK’S PODCAST EPISODE:

Frida is freeing the cracked nipple. And fighting back against being censored.

Buffalo Wild Wings fumbled a winning idea.

We need to give Gen Z a rest, not a ‘restival’.

Set Active turned a mistake into a memorable brand moment.

AI is turning brands into ‘vibe marketers’. It’s an opportunity and a danger.

Food is the new sports medicine.

Tower 28 gives us a master class on brand positioning

The souvenir industry is getting a shake-up. But there’s more opportunity here.

Paris Fashion Week’s best brand move? A black van. No show required.

Let’s give Poppi a round of applause, please.

CULTURE

01:20— FRIDA GETS REAL // Frida is done being censored. But they need your help. Their new casting call campaign doesn’t just push boundaries—it demolishes them. We talk about why brands that lean into realness are winning.

F&B

04:55 — BUFFALO WILD WINGS FUMBLED // March Madness is a second Super Bowl for a wings brand. Buffalo Wild Wings had a genius idea—glasses that let you watch multiple games at once. But the execution? A mess. We break down why great ideas fail when the follow-through isn’t there.

06:59 — THE ‘RESTIVAL’ ERA // Gen Z is over music festivals. But not because they want a rest. We get into why brands and the media need to reset and get over Gen-Z stereotypes.

RETAIL

10:48 — UNMISTAKABLE WIN // Set Active turned a mishap into a viral campaign. But was this just for marketers, consumers or does it not matter—spoiler: the latter. We unpack how moves like this are great for brands.

TECH

14:03 — VIBE MARKETING // Vibe Coding is the new frontier of tech, but ‘vibe marketing’ is about to shake up how campaigns are built. We explain why AI is shifting brand-building—and why clarity matters more than ever.

SPORT

21:43 — FOOD AS SPORTS MEDICINE // Tennis pro Ugo Humbert hired a chef over a coach. Why? ‘Because American food makes him sick’. We discuss the growing conversation about food as (sports) medicine.

WELLNESS & BEAUTY

23:56 — ACTIVE POSITIONING // Tower 28’s “Blush Lives” show is more than just funny—it’s great brand positioning in disguise. We talk about why brands that build through actions versus grand gestures do better.

TRAVEL

31:27 — NO TCHOTCHKES // Amex ays Millennials and Gen-Z are traveling just to shop for local finds‚no surprises. But why hasn’t the souvenir space caught up?

FUN FOR THE WEEK

34:00 — THE BEST OF PARIS FASHION WEEK // When you’re small, you have to get scrappy. We unpack why PFW’s move is so clever—and how more brands can learn from it. And we chat about what two very different shows both did right.

Missing the letter this all ties back to? This way.

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

PPS. If you like this, I write a newsletter for 14K subscribers on the best-of-the-best on trends, marketing, and culture—everything I’m dropping to friends on Slack or finding useful in meetings with brands. Get GOOD THINKING in your inbox weekly with the link in my bio. 

THIS WEEK’S PODCAST EPISODE:

Frida is freeing the cracked nipple. And fighting back against being censored.

Buffalo Wild Wings fumbled a winning idea.

We need to give Gen Z a rest, not a ‘restival’.

Set Active turned a mistake into a memorable brand moment.

AI is turning brands into ‘vibe marketers’. It’s an opportunity and a danger.

Food is the new sports medicine.

Tower 28 gives us a master class on brand positioning

The souvenir industry is getting a shake-up. But there’s more opportunity here.

Paris Fashion Week’s best brand move? A black van. No show required.

Let’s give Poppi a round of applause, please.

CULTURE

01:20— FRIDA GETS REAL // Frida is done being censored. But they need your help. Their new casting call campaign doesn’t just push boundaries—it demolishes them. We talk about why brands that lean into realness are winning.

F&B

04:55 — BUFFALO WILD WINGS FUMBLED // March Madness is a second Super Bowl for a wings brand. Buffalo Wild Wings had a genius idea—glasses that let you watch multiple games at once. But the execution? A mess. We break down why great ideas fail when the follow-through isn’t there.

06:59 — THE ‘RESTIVAL’ ERA // Gen Z is over music festivals. But not because they want a rest. We get into why brands and the media need to reset and get over Gen-Z stereotypes.

RETAIL

10:48 — UNMISTAKABLE WIN // Set Active turned a mishap into a viral campaign. But was this just for marketers, consumers or does it not matter—spoiler: the latter. We unpack how moves like this are great for brands.

TECH

14:03 — VIBE MARKETING // Vibe Coding is the new frontier of tech, but ‘vibe marketing’ is about to shake up how campaigns are built. We explain why AI is shifting brand-building—and why clarity matters more than ever.

SPORT

21:43 — FOOD AS SPORTS MEDICINE // Tennis pro Ugo Humbert hired a chef over a coach. Why? ‘Because American food makes him sick’. We discuss the growing conversation about food as (sports) medicine.

WELLNESS & BEAUTY

23:56 — ACTIVE POSITIONING // Tower 28’s “Blush Lives” show is more than just funny—it’s great brand positioning in disguise. We talk about why brands that build through actions versus grand gestures do better.

TRAVEL

31:27 — NO TCHOTCHKES // Amex ays Millennials and Gen-Z are traveling just to shop for local finds‚no surprises. But why hasn’t the souvenir space caught up?

FUN FOR THE WEEK

34:00 — THE BEST OF PARIS FASHION WEEK // When you’re small, you have to get scrappy. We unpack why PFW’s move is so clever—and how more brands can learn from it. And we chat about what two very different shows both did right.

Missing the letter this all ties back to? This way.

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

PPS. If you like this, I write a newsletter for 14K subscribers on the best-of-the-best on trends, marketing, and culture—everything I’m dropping to friends on Slack or finding useful in meetings with brands. Get GOOD THINKING in your inbox weekly with the link in my bio. 

This week, we also have two fun things added to the mix. 1) Friend of the letter and CPG expert Fred Hart joined us to discuss what he saw at Expo West and what brands should be thinking about 2) Kirsten gives us an awesome insight-packed take on what she saw at SxSW. Takeaway-heavy this week!

As always, this pod dives into the biggest trends, shifts, and brands.

THIS WEEK’S PODCAST EPISODE:

* TikTok commands single-minded audiences. Your content should match.

* Brands at trade shows are misbehaving—and standing out because of it.

* The no-spritz summer is coming. Booze brands, who’s ready to take the crown?

* Luxury fine dining is wooing toddlers. They aren’t alone.

* Experiential retail isn’t a trend—it’s an arms race.

* AI is changing shopping. Most brands aren’t ready, but they could be.

* Running is in. Outdoor? Not so much.

* Injectables are the new manicure. And it’s changing what we like.

* The fake jewelry economy is booming.

* SxSW had some winners. And some losers. And a deep desire for connection.

Enjoy!

What we get into:

CULTURE

01:02 — ONE TRACK MIND // TikTok rewards brands that niche down. We dive into why hyper-specialized content is winning.

DRUGS & BOOZE

05:28 — THE NO-SPRITZ SUMMER // Aperol Spritz dominated for years, but now tariffs and shifting trends could open the door for a new “drink of the summer.” Who’s positioned to take over?

SILVERS, ALPHAS & ZS

08:23 — FINE DINING FOR BABES // Per Se is inviting kids. And they aren’t alone. Lamborgini partners with Silver Cross on a super high-end stroller. We discuss why brands are all in on kids.

RETAIL

12:25 — EXPERIENCE OVERDRIVE // Creating immersive experiences isn’t just a trend—it’s table stakes. And the stakes are getting higher. Full list of examples here.

F&B

13:33 — BIG BUTTS ATTRACT CROWDS // We chat with Fred Hart about everything Expo West. Including 80g protein-infused pasta sauce to probiotic sodas, to viral line-inducing pink puffy bags, to giant butts and an industry is obsessed with “healthy” versions of indulgences.

TECH

26:22 — AI IS CHANGING BEHAVIORS // Google's new AI-powered vision match will change how people shop. And AI search behavior already is. The question is: are brands ready? They could be.

SPORT

29:45 — RUNNING IN, OUTDOOR OUT // Running is booming, while outdoor brands are struggling. Why? Price, accessibility, and culture. But there’s one safe haven.

WELLNESS & BEAUTY

32:59 — SEXY INJECTIONS // Botox and injectables, in general, are no longer taboo. The needle is officially mainstream. And impacting brands.

TRAVEL

36:36 — THE FAKE RING ECONOMY // Travelers are buying dupes of their engagement rings. Smart brands are catching on by reading the comment section.

FUN FOR THE WEEK

41:55 — SxSW TAKEWAY BONANZA // Kirsten did us a solid and went to Austin for the weekend. She shares insights into what everyone was talking about at SxSW. But more importantly, she shares what to takeway from it all. Plus some fun activations and some that made us question things *cough: Amazon*.

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

PPS. If you like this, I write a newsletter for 14K subscribers on the best-of-the-best on trends, marketing, and culture—everything I’m dropping to friends on Slack or finding useful in meetings with brands. Get GOOD THINKING in your inbox weekly with the link in my bio. 

Hi all,

Welcome back to our weekly companion podcast to the Sunday letter. Hit the links to skip to what strikes your fancy!

I’m coming to SF (March 11-15), LA (March 17-19), and NYC (April 1-5). Let’s connect!

I’m planning a GOOD THINKING NYC TOUR April 3RD.

What’s on the tour? We’ll hit something in every category of this letter. Culture, Food & Bev, Drugs & Booze…you get it. It will be the best-of-the-best of what’s new and interesting in the city. Everything I think is moving the needle and worth knowing about.

Want in? RSVP HERE!

As always, this pod dives into the biggest trends, shifts, and brands.

THIS WEEK’S PODCAST EPISODE:

* Instagram is getting premium—but it’s not a new app. It’s a new way of thinking.

* McDonald’s and KFC are fighting—but does fighting work?

* Unabashed ambition is in. Chalamet and Hamilton are leading the pack.

* The skincare boom for Alphas continues. Starface is coming for Bubble.

* Lululemon’s strategy feels brand new. And it’s working.

* Allbirds is back…kind of? But does this campaign tell us why?

* ChatGPT prompts aren’t just tools. They’re startup ideas waiting to happen.

* Can sports end period shame?

* Dove is saying goodbye to emotional ads—and hello to your nether region.

* Lufthansa’s pajamas make us want to book a flight to Japan.

* Diptyque is making moves, and Parker Posey is making Gap iconic again.

Enjoy!

What we get into:

CULTURE

01:46 — INSTAGRAM GOES PREMIUM // Instagram is getting premium—but it’s not a new app. It’s a new way of thinking. Brands are embracing social-first storytelling with high-production, cinematic videos—and I love it. We unpack why it’s working, how brands like Jacquemus paved the way, and why this shift matters. Here’s a whole list of my fave brands doing it lately, but here’s the fun compilation video I made for the post.

F&B

04:39 — COCKFIGHTING & COFFEE WARS // McDonald’s is taking on KFC with a not-so-subtle dig at their chicken quality in China. And that’s not the only battle—it turns out they’re fighting over coffee, too. We break down why brands are getting more aggressive [cough, nasty] in their marketing.

DRUGS & BOOZE

08:49 — UNABASHED AMBITION // We intended to discuss Timothy Chalamet’s Chanel poker game and took a turn into unabashed ambition. Timothy’s SAG acceptable speech was loud and proud about his ambition. Lewis Hamilton has been on a similar streak. They want to be the best, and they’re saying it out loud. We talk about why this kind of ambition feels like a shift in culture—and why women, especially, should take notes.

SILVERS, ALPHAS & ZS

13:00 — ALPHA SKINCARE EXPLODING // The skincare explosion for Alphas isn’t slowing down. Starface just launched a full skincare line, and it’s a direct challenge to Bubble. What happens when a well-established brand enters the space? We break it down. And we also talk about why every brand, in every category needs to be watching this space: They’ll have to get AI-native faster than any other category.

RETAIL

17:55 — LULULEMON’S NEW ENERGY // Lululemon is everywhere. From a massive London flagship to a ‘glow up’ studio in NYC, they’re making major moves. And with Lewis Hamilton’s new collab, it’s clear they’re expanding beyond yoga moms. Is this a complete rebrand in the making? We think so. I also question what’s happening at Allbirds. Is This Tucci series part of a bigger play? It get only 2 things right.

TECH

23:29 — PROMPTS = BUSINESS IDEAS // A trend is emerging: people are using ChatGPT prompts for everything from meal planning to analyzing bloodwork. But here’s the kicker—these prompts are turning into entire business opportunities. We discuss how brands can capitalize. Here’s a much longer read if you’re into this.

SPORT

27:17 — BLOOD IS BLOOD // Arsenal Women’s team partnered with detergent brand Persil on a campaign about period leaks in sports. It’s bold, but could it have gone further? We compare it to Knix’s campaign on the same topic and discuss what it takes to really shift the conversation.

WELLNESS & BEAUTY

31:19 — DOVE’S PIVOT // Dove’s latest campaign ditches emotional messaging for something way edgier—the song choice in their latest ad will leave you blushing. Is this their new brand identity, or just a one-off, you they be taking us on their journey in a different way? We analyze the shift. and why Lynx’s shift feels more on brand.

TRAVEL

36:02 — FLY TO JAPAN FOR PAJAMAS? // Lufthansa’s latest collab is luxury sleepwear… and we love it. Kirsten plots our next Japan trip—the power of pajamas!

FUN FOR THE WEEK

37:38 — DIPTYQUE, GAP, AND TORY BURCH ARE HAVING A MOMENT // Diptyque is stepping into nightlife. Parker Posey just made Gap cool again, and we get into why (in case it’s not obvious). And Tory Burch is proving that Substack can work for brands—with effort.

Missing the letter this all ties back to? This way:

That’s all folx.

-Chris

If you 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.

Hi all,

Welcome back to our weekly companion podcast to the Sunday letter. Hit the links to skip to what strikes your fancy!

I’m coming to SF (March 11-15), LA (March 17-19) and NYC (April 1-5). Let’s connect!

As always, this pod dives into the biggest trends, shifts, and brands.

THIS WEEK’S PODCAST EPISODE:

* Every brand is misbehaving. And it works because it’s human.

* Luxury brands are all in on hospitality and food. I’d like a side of ‘no logos’, please.

* Chili’s made a Lifetime movie. But is it timely?

* ‘What should we do this weekend?’ is a forever opportunity brands should consider.

* Nike needed Kim. That’s quite the coup koup.

* I fear Apple’s fear is killing its innovation.

* Women’s sports are having a moment. Adidas gets it’s not just about the players.

* Beauty brands keep trying to be ‘good’. Diptyque is pulling it off.

* Luxury barges have entered the group’s travel chat. We’re on board.

* Is Petit Bateau moving out of its perma-sale mindset?

Enjoy!

What we get into:

CULTURE

1:38 — MORE MISBEHAVING // IKEA is sliding into DMs, Dunkin’ is dropping innuendos, and brands everywhere are ditching the ‘well-behaved’ playbook. We unpack why it works, and why people love it.

F&B

04:02 — THE NO LOGOS PLS // Luxury brands are all-in on hospitality, but Saint Laurent’s new sushi concept takes a quieter approach. No logos. No obvious branding. A stark contrast to Louis Vuitton’s branded ravioli. And honestly, it’s refreshing. We also talk about the Sushi Park’s similarities with the new experiential Quarters bar. And Ray’s in a totally different way.

DRUGS & BOOZE

09:13 — LIFETIME BUT TIMELY? // Chili’s made a 15-minute Lifetime-style movie starring Taye Diggs and Maria Menounos for National Margarita Day. Cute? Sure. Timely? Not so much. We get into how it could have been better.

SILVERS, ALPHAS & ZS

11:27 — PARENT TRAP // “What should we do this weekend?” is an eternal problem for parents. Netflix gets it. Their new immersive dining experience in Vegas, Netflix Bites, is designed to solve it. And yet, most brands fail to make themselves indispensable to parents—it’s a missed opportunity.

RETAIL

15:13 — KIM’S KOUP // Nike didn’t just collab with Skims. They gave Kim her own brand under the Nike umbrella—à la Jordan Brand. We talk about how Kim just pulled off the ultimate coup koup, and why Nike needed her more than she needed them.

TECH

18:13 — FEAR IS A BRAND KILLER // Microsoft’s big on AI is paying off. It got brave and leaped. Apple is doing the opposite. It seems as afraid to fail that it’s not doing anything. We talk about what might be going on.

SPORT

25:27 — THE FUTURE IS FEMALE (FANS) // Women’s sports aren’t just a moment—it’s arrived. In a big way. Adidas gets that it’s not just about the players, but about the fans. Female fans included.

WELLNESS & BEAUTY

28:48 — GOOD GOOD // Beauty brands keep trying to be ‘good’. Diptyque is actually pulling it off. We break down why their new foundation is not your old-school CSR program. And why now is the best time for brands to take a stance.

TRAVEL

31:46 — BOOK ME A BOAT // Luxury barges have entered the group’s travel chat. Belmond’s take on slow, high-end travel is here, and we’re on board.

FUN FOR THE WEEK

35:18 — BATEAU MOVES // Seeing Petit Bateau permanently on sale hurts. We discuss why the Miu Miu collab might signal a turning point.

NY TOUR

This is the perfect segue to my NY visit. In addition to being at Brands & Culture April 2nd (come see my talk!). I’m planning a GOOD THINKING NYC TOUR April 3RD.

What’s on the tour? We’ll hit something in every category of this letter. Culture, Food & Bev, Drugs & Booze…you get it. It will be the best-of-the-best of what’s new and interesting in the city. Everything I think is moving the needle and worth knowing about.

Want in? RSVP HERE!

Missing the letter this all ties back to? This way:

That’s all folx.

-Chris

If you 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.

THIS WEEK’S PODCAST EPISODE:

* Duolingo’s mascot is “dead”—but is it really?

* Severance is world-building—naturally.

* Poppi’s real miss? Not understanding today’s consumer.

* Non-alcoholic beers are coming out of their ‘less than’ mindset

* Is On onto something, or are they lost?

* Why brands need to understand traditional demographics are dead

* Is B Corp in a credibility crisis? Yep. But it’s bigger than that.

* Travel is all about last-minute inspiration. And Klook’s winning because of it.

* Salomon and Mercedes are making movie magic.

Enjoy!

What we get into:

CULTURE

03:16 — DUO’S DEATH DRAMA // Duolingo “killed” their mascot and drowned out every inch of discussion about Super Bowl ads. But is it really over? Probably doesn’t matter because they’ve proved they have the cultural currency to steal our attention. We get into what other brands can learn, as killing their mascot won’t work.

10:30 — WORLD-BUILDING VS COLLABS // Severance is worldbuilding—naturally. It’s a great example of doing what is right for your brand and why collabs aren’t the answer to everything.

F&B

15:11 — MAKING AN EXAMPLE OF POPPI // We know Poppi’s vending machine stunt didn’t go well, but why? Consumers are smart and tired of brands thinking they aren’t. It takes us back to the Tarte “Hermès bracelet vs. Cheetos” debacle.

DRUGS & BOOZE

19:20 — BERO’S POSITIONING // Light beer has a lot of challenger brands thirsting after a piece of the legacy brands’ market share. But the most interesting brand of the bunch is Bero. While most N/A beer position themselves as ‘not-beer’, Bero feels like it’s not going for ‘lack’ of anything—and it’s refreshing and something to watch.

SILVERS, ALPHAS & ZS

21:00 — ASPIRATIONAL > AGE // Lululemon’s latest campaign with 78-year-old fitness influencer @trainwithjoan proves once again that traditional demographics are dead. Your audience cares about whether it's aspirational and relevant, not if it’s for their age bracket.

RETAIL

21:57 — SOFT OR WEAK? // While Nike is going aggressive, everyone else is going soft. There’s no doubt that a good section of society is interested in ‘less competition’. Adidas is picking up on it, too. But is On onto something? Or do they feel lost?

SPORT

23:09 — CREATORS CREATING TOURNAMENTS // Creators are disrupting sports. And now they are coming for tournaments. And it’s a good thing for brands. If you’re very into this, give this full article a read:

WELLNESS & BEAUTY

24:10 — IS B CORP A BUST? // Dr Bronner is leaving its B-Corp status behind and going its own way. We get into the big difference between a certification and a movement. And why it’s interesting to watch Bryan Johnson build things the other way round.

TRAVEL

25:06 — KLOOK’S APPROACH // TikTok has turned us all into last-minute bookers. Unlike days of old, people just land and look. Travel is all about last-minute inspiration. And Klook’s winning because of it. We get into how this behavior is changing hospitality. And how most legacy operators seem to be missing it.

FUN FOR THE WEEK

26:00 — MASTERING CINEMA // Brands are still going hard for cinematic and, frankly, it’s a lovely time to be alive. Salamon x the Gohar sisters made an entire mini-movie. And Mercedes demonstrates that Auto hasn’t lost its will to live.

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

PPS. If you like this, I write a newsletter for 14K subscribers on the best-of-the-best on trends, marketing, and culture—everything I’m dropping to friends on Slack or finding useful in meetings with brands. Get GOOD THINKING in your inbox weekly with the link in my bio. 

THIS WEEK’S PODCAST EPISODE:

* Fans are coming for the content and paying for the community

* Move over shoppy-shop, hype-grocer is here

* Michelob Ultra’s Super Bowl ad is ultra good

* Gen-Alpha aren’t just digital-natives; their AI-natives

* Thom Browne and Doechii are the perfect couple

* Open AI should have asked ChatGPT how to make a good ad

* The Open changing the golf game

* Freaks of Nature’s simple but effective campaign

* An insight for local hospitality brands and education start-ups

Enjoy!

What we get into:

CULTURE

1:00 — CASHING IN ON COMMENTS // Kirsten put it perfectly: “comment sections have become the main attraction, the place where the real magic happens.” Substackers and YouTubers are finding that people are subscribing for content but paying for the community. Creators are gatekeeping gold: like-minded spaces with a common purpose. This is a space I’m eagerly watching evolve, and we unpack why.

Communities we mention: Heather Cox Richardson, Culture Study, Totally Recommend, Emily Sundberg, THE BOARD, Breakfast Club LA.

F&B

11:00 — STAPLE –> HYPE MART // Family Mart’s is going hype-grocer mode. And they aren’t alone. Happier Grocer is giving an edge to the basics. We’re entering a new era of shoppy-shop. It’s no longer about curating great goods; it’s about becoming great, too.

DRUGS & BOOZE

14:44 — ULTRA GOOD // Michelob’s ad won the Super Bowl. Though I think Taco Bell’s was a close second (more on why Sunday!). We unpack all the winning moves.

SILVERS, ALPHAS & ZS

20:13 — GEN-AI // If you think Gen-Alpha skincare brands aren’t worth tracking, think again. Beyond the cute packaging, you’ll find brands on the frontier of the biggest shift people aren’t talking about enough yet: Gen-Alpha is being raised on AI. While Gen-Z is the digital-native generation, Alphas will know the internet as it is today. They are voice-first, using Google Lens 10 billion times a month. This interview with Coach’s CEO, Todd Kahn, on this paradigm shift is a must-read no matter your industry. Kahn expects AI to play a major role in driving consumers to authentic brands, and if you read my interview with The Stories We Sell Ourselves, you know we agree.

RETAIL

27:20 — THE PERFECT COUPLE // While Doechii’s voiceover in the Nike Super Bowl ad was great (more on that on Sunday), the Thom Brown pairing was great. We get into why and gush over this Vogue x Doechii interview.

TECH

31:14 — NOT MY TYPE // Not long after hitting send on the Sunday letter did Open AI announce their rebrand. It perfectly exemplifies what OpenAI is getting wrong. While Google is showing us the meaning or the power (and fun) of AI, OpenAI is centering the story on itself, not the user. Their Super Bowl ad was just one giant, soulless motion graphics reel. While they are the big fish now, it’s the brands that showcase what AI can do for humans that will win this race. We don’t buy feature. We buy feelings. The brand loyalty race in AI has begun, and OpenAI is falling behind.

SPORT

35:59 — HOLE IN ONE? // I do my very best to explain way The Waste Management Open has become golf’s hottest ticket. I think this picture helps; this video helps more. By all accounts, the changes the team put in place this year kept things calmer. And it had record viewership, too. We’ll see more tournaments and sports looking at this model, for sure.

WELLNESS & BEAUTY

39:35 — NICE WORK // Nice simple campaign from Freaks of Nature. That’s all.

TRAVEL

40:42 — NO SCHOOL, NO TRAVEL // SO many parents are priced out of vacations due to school holidays. It’s an insight many local hospitality brands could tap into. But it’s also an opportunity for alternative education start-ups like 2-Hour Learning.

FUN FOR THE WEEK

Since we ran out of time to dive into Fun For The Week, I’m sharing a few extras for Valentine’s Day. xoxo

* I told you the brands are fighting! Hatch showing no love to Apple.

* Type humor for Valentine’s Day.

* Pandora’s love letters vending machines (more to love than Poppi’s 👀)

* Taco Bell is offering $777 weddings in Vegas (just wish the swag was better)

* Casablanca’s tennis courts are heart-worthy.

* This is my kind of Valentine’s Day date

Missing the letter this all ties back to? This way:

That’s all folx.

-Chris

If you 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.

As always, this pod dives into the biggest trends, shifts, and brands. Diving deeper and unpacking our favorite bits of the Sunday letter.

THIS WEEK’S PODCAST EPISODE:

01:36 — CANCELING CANCEL CULTURE

05:08 — INSTANT FIX FOR INSTACART

Michael Abata’s post

12:39 — OG or 0 GRAMS

Kellogg’s latest

Surreal’s posted a rebuttal ad

Tony Chocolonely's hot take on Cadbury’s ad

16:29 —HIMS & HERS U OK?

We’re in our dark mode

21:11 — REBRANDING BABES

Kirsten's post on this duo.

Elle article

Pam photography

27:55 — META TRENDS MAKING SENSE

33:27 — WINNING PLAY: NICHE

Halfdays Bandit, Rapha, Pas Normal, Off Season, Omorpho

34:04 — THE FUTURE OF WELLNESS?

35:42 — MENOPAUSE MOVEMENT

M/Power menopause retreat

Equinox menopausal spa treatments

THIS WEEK:

* Brand activism’s reboot

* Even Frida Baby is misbehaving

* Metamucil’s fear will be their undoing

* Ingredients still matter

* A cause I didn’t ask for: AI & retail

* Fantastic photography’s revival

* Bryan Johnson: crazy but onto something

* Travel is full-sensory

* Design shows like Maison & Objet are staging a comeback

As always, this pod dives into the biggest trends, shifts, and brands. Diving deeper and unpacking our favorite bits of the Sunday letter.

CULTURE

01:06 // BRAND ACTIVISM’S REBOOT

Brands are wading into political waters once more. The Skimm brought ReproductiveRights.gov back online. Others, like e.l.f and Costco, are pushing back against DEI’s demise. Creators are ending relationships with misaligned partners. And, as Ochuko Akpovbovbo said in her 2025 predictions: “What people choose to eat, where they shop for groceries, and the wellness practices they follow will be more politicized than ever.” Time to have some very tough internal convos.

05:46 // FRIDA’S MISBEHAVING

I can’t stop seeing brands misbehaving. It’s an epidemic. On Sunday, I shared DrSquatch, a smoking-coded golf brand (that I found through the amazing, Haruko Hayakawa), and Nike. This week, I came across this snot-covered OOH campaign by Frida, which led me down a whole series of ‘misbehaving’ posts. Even kid brands are taking the gloves off. And I love it. I have a post planned today on LinkedIn about why this is such a smart campaign, follow me there if you happen to enjoy LinkedIn.

F&B

08:59 // METAMUCIL’S MISS

Psyllium husk is nothing new, but the growing interest in fiber, especially in the menopause space, is something to track. Brands like Metamucil, which have existing shelf space and relationships, should be perfectly positioned for this moment. Except, like so many brands with large Silver audiences, they seem afraid to upset an existing customer to get a new one. I argue that if they updated their view of Silvers, we wouldn’t need to even have that conversation.

SILVERS, ALPHAS & ZS

12:01 // INGREDIENTS STILL MATTER

A short segment in praise of brands paying attention. And, of course, we discuss NADs. Which Jenny Evans predicted would be a huge conversation. And Katie Stone mentioned just this week in an interview with Monastery’s founder, Athena Hewett.

RETAIL

20:12 // AI & RETAIL

If you aren’t educating yourself on the future of AI and retail you are asleep at the wheel. Generative search will be a very different landscape and will be ubiquitous within 2 years. I’m not even that passionate about AI, but I can’t say this loudly enough. If this is you, I have many, many thoughts in this interview. But in the pod, we get to the 3 big things I think brands need to do to prepare.

SPORT

27:01 // PHOTOGRAPHY’S REVIVAL

Between Lewis Hamilton’s Ferrari pics and this beautiful Vibram shoot, we ask: is great photography back?

WELLNESS & BEAUTY

29:55 // BRYAN: CRAZY OR CLEVER?

Say what you will about Bryan Johnson but his timing might be right. The increasing awareness and concern around heavy metals, forever chemicals, etc, in everything from vitamins to baby food is growing. Bryan’s ‘Don’t Die’ certification initiative feels timely. That said, building a brand for certifications is surprisingly hard, and many, from B-Corp to LEED have struggled to manage it. A whole podcast for another day.

TRAVEL

33:20 // FULL SENSE EXPERIENCES

Each of the 3 topics in travel last week pointed to one thing: travel is becoming more and more about activating every sense—from cold plunges to ‘olfactory journeys.’ One-stop, full-sense, always-on is the future of travel.

FUN FOR THE WEEK

35:11 // DESIGN SHOWS ARE STAGING A COMEBACK

Monoprix’s enormously (cool) list of collabs announced at Maison & Objet is something to behold. But so is the revival of the good old design show. Maison & Objet has been all over my feed in much the same way Salone Mobile was last year. Something is happening here.

Missing the letter this all ties back to? This way:

That’s all folx.

-Chris

If you 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.

As always, this pod dives into the biggest trends, shifts, and brands today. We dive deeper and unpack our favorite bits of this Sunday letter.

This week we get into:

* Coors’ campaign messaging mayhem

* The hormone trend at CES

* ‘Longevity Dads’

* Veo’s brilliant campaign

* The power of the female sports fan

* A case for cricket cracking the US market

* Bode’s deleted Super Bowl posts

* Lime bikes and their cultural rise

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

PPS. If you like this, I write a newsletter for 14K subscribers on the best-of-the-best on trends, marketing, and culture—everything I’m dropping to friends on Slack or finding useful in meetings with brands. Get GOOD THINKING in your inbox weekly with the link in my bio.