Christine Russo, host of What Just Happened sits with Sean Tucker, brand marketing expert, for a thoughtful conversation on what it truly takes to build enduring brands in today’s volatile media and cultural environment. Russo presses Tucker on his experience at Nike, Converse, and On, asking how a brand can remain authentic while also adapting to new consumer behaviors and shifting expectations. Tucker shares his perspective on why some companies cultivate lasting equity while others fall into the trap of short-term “day trading” for attention. Together, Russo and Tucker analyze recent high-profile campaigns, including the controversial use of celebrity endorsements, and debate the line between being culturally aware and simply chasing trends. The discussion highlights that success is rarely about copying what others have done, but rather about knowing who you are as a brand and expressing that identity consistently over time.

As the conversation develops, Russo and Tucker emphasize the power of community and word of mouth as central drivers of brand growth. Tucker points to examples across industries where passionate communities, whether in sportswear, beauty, or technology, become self-appointed ambassadors, fueling organic adoption and advocacy. Russo underscores that this is not about “lazy community” building, but about fostering genuine passion that translates into loyalty and advocacy. Together, they reflect on how legacy brands like Apple, Nike, Starbucks, and McDonald’s have adapted their strategies while maintaining their core identities, offering lessons for any business seeking to scale without losing its edge. At its heart, the exchange between Russo and Tucker reinforces that clarity of mission, intentional storytelling, and a long-term vision are what allow brands to endure in a crowded and fast-changing marketplace.

Christine Russo, host of What Just Happened, sits Astrid Wendlandt, founder and editor of Miss Tweed, the independent luxury and fashion media brand.

Wendlandt shares her motivation for launching Miss Tweed in 2020: to offer rigorous, independent investigative journalism in a fashion and luxury industry too often shaped by corporate advertising. Drawing on her decades-long career at Reuters, the Financial Times, and The New York Times, Wendlandt argues that traditional outlets are often constrained by the influence of luxury advertisers. Miss Tweed, by contrast, is funded through subscriptions and aims to deliver exclusive, uncompromising reporting every Sunday.

A central theme of the interview is the tension between journalistic integrity and luxury brand control. Wendlandt details her blacklisting from groups such as LVMH and Richemont. Despite being banned from shows and events, her work is widely read including, ironically, within the organizations that attempt to marginalize her. She recounts moments such as being barred from Watches & Wonders despite receiving direct invitations, and confronting Richemont chairman Johann Rupert at a shareholder meeting. The encounter, she says, revealed the extent to which executives resist criticism while privately acknowledging her impact.

Wendlandt critiques many luxury brands for stifling creativity and relying too heavily on corporate narratives. She highlights the inconsistency and lack of coherence in Gucci’s recent campaigns, contrasting it with the brand alignment and longevity of Ralph Lauren, which she credits to internal clarity, staff retention, and consistent messaging. She argues that the over-rotation of creative directors has created a confusing sameness across brands, with Gucci, Valentino, and Balenciaga appearing stylistically interchangeable. She warns that brands are losing aspirational consumers due to price inflation, risk aversion, and creative stagnation.

The conversation also touches on Wendlandt’s refusal to give away proprietary content, even to legacy media or analysts, in defense of her subscription model and intellectual property. She expresses frustration at the casual sharing of Miss Tweed’s reporting within major luxury houses and reveals she is pursuing legal action for IP violations.

Miss Tweed, she asserts, stands for transparency, editorial courage, and creative integrity qualities she believes the luxury world sorely needs.

Key Takeaways:

Independent Journalism, and Freedom of Information:

Wendlandt explains that luxury brands often avoid engaging with her because she offers reporting that is not influenced by advertising revenue. Most mainstream media outlets are financially tied to major brands through ads, which leads them to avoid publishing anything critical that brands would not approve.

Creativity:

Wendlandt discusses the lack of audacity and creativity in today’s luxury industry. She believes that the fear of taking risks has made top brands overly cautious. Rather than innovating or taking bold steps with new designers or ideas, brands consistently hire the same well-known figures, resulting in collections and advertising that all look very similar. Wendlandt argues that this repetitive approach leads to uninspired products and bland campaigns, which ultimately disappoints consumers and diminishes excitement around luxury brands. She insists that true creativity and a readiness to take risks are essential if luxury companies want to regain trust, stand out from the competition, and spark genuine interest among consumers

Joan of Arc or Joan Crawford?

We will let the listener decide

Christine Russo, host of What Just Happened, sat with Michael Della Penna, Chief Strategy Officer at InMarket, to unpack the evolution of consumer behavior and what it means for modern marketers.

Della Penna described how consumer intent has shifted from pandemic-driven convenience shopping to today’s fragmented, value-seeking behaviors driven by inflation and economic uncertainty. Consumers are more willing than ever to switch stores to chase savings even if they remain loyal to brands.

He outlined InMarket’s approach to understanding these shifts using three core data streams: shopping list intent data from owned apps and surveys, real-time location data from 200 million devices, and transaction data totaling over $2.5 trillion in credit card and receipt-level purchases. Combined, these create a near real-time “oracle” of consumer behavior, enabling brands to adapt rapidly to changing preferences and shopping patterns.

Della Penna emphasized that marketers shouldn’t default to price cuts. Instead, understanding the nuances behind consumer decisions like brand loyalty, quality, and value. This is key to messaging that converts. He discussed how consumers are buying premium products like coffee in bulk from dollar stores or warehouse clubs, showing that loyalty remains strong but shopping methods are changing.

He also explained how InMarket supports modern marketers with a unified measurement approach that combines media mix modeling and campaign-level analytics. This gives both CMOs and campaign managers the ability to optimize in real time. Innovations like guaranteed incremental return on ad spend (iROAS) and tools like CPG sales lift offer clear accountability, helping marketers do more with less and justify budgets through measurable performance.

In closing, Della Penna described the company’s “Moments” product as an example of delivering real-time, in-store engagement that enhances both performance and consumer experience. Whether alerting a shopper to a sale or a new product, it's about meeting people exactly where they are both physically and contextually.

On this episode of What Just Happened, the host and creator Christine Russo welcomes Melissa Minkow, Global Director of Retail Strategy at CI&T, to explore the intersection of consumer behavior, retail technology, and economic pressure. Minkow shares her unique lens on retail, combining front-line experience with corporate strategy and research, including her work on CI&T’s proprietary Connected Retail Report, which surveys U.S. consumers on their expectations and behaviors across shopping, tech, and discretionary spending.

The conversation covers how consumers are adapting to rising costs by prioritizing necessities while selectively spending on experiences over products. Minkow explains how economic uncertainty and what she calls “economic PTSD” are shaping lasting consumer habits. She emphasizes that this is not a time for retailers to retreat, rather, it’s a critical moment to invest in resilient tech stacks, improve operations, and avoid cost-cutting that damages the customer experience, as seen in the downfall of department stores like Macy’s.

Russo and Minkow also dig into hot-button issues like tariffs, reshoring, and “Made in the USA,” noting that brands should tread carefully in their messaging while preparing for prolonged uncertainty. They end with a forward-looking take: the best retail experiences will borrow from industries like music and travel, where digital convenience and personalization set the standard for consumer expectations.

In this episode of What Just Happened, Christine Russo interviews Rich Taylor, a China-based international trade executive, for an in-depth discussion on the real-time implications of tariffs, U.S.–China trade relations, and the complexities of the First Sale rule. From the outset, Russo sets a sharp and informed tone. Her questions reveal a deep understanding of the trade landscape and effectively push Taylor to clarify common misconceptions, challenge industry narratives, and illuminate behind-the-scenes dynamics.

Taylor explains that while headlines suggest importers are “stocking up” to avoid tariffs, the reality is more nuanced. He emphasizes that only large-scale, financially stable importers have been able to do this effectively, and even then, many are now letting inventory run dry in anticipation of further policy shifts. Russo pushes back on this narrative with precision, calling out inconsistencies in the so-called inventory buildup and identifying categories where such stocking would be impractical due to seasonality. Her line of questioning consistently highlights weak logic or flawed assumptions in broader media coverage, guiding Taylor to clarify and expand on points that might otherwise go unexamined.

Throughout the conversation, Taylor outlines how U.S. importers are delaying shipments, refusing to pay invoices, and placing immense strain on Chinese factories, many of which operate on razor-thin margins. Russo insightfully connects this behavior to broader issues of trust in global supply chain relationships, pointing out that many partnerships, already strained from the COVID era, are being tested again under current economic pressures.

The two delve into the First Sale rule, a long-standing but often misunderstood method for legally reducing tariff costs. Taylor offers an insider explanation of how importers, middlemen, and factories interact to structure these transactions, while Russo probes specifically into how apparel brands are utilizing the rule. Her sharp follow-ups reveal a deep interest in the structural realities of importing and brand operations.

Toward the end, the conversation shifts to the potential consumer impact, with both Russo and Taylor predicting notable price increases and fewer fourth-quarter sales. Taylor emphasizes that the full impact of tariffs hasn’t yet hit U.S. consumers due to lagging inventory cycles. Russo aptly characterizes the current market as one of “delay and destruction,” reinforcing the theme that both businesses and consumers are stuck in a prolonged holding pattern.

Russo’s informed and precise questioning elevates the conversation well beyond standard trade talk. Her ability to surface contradictions, name industry behaviors, and challenge assumptions gives the episode a depth that both industry insiders and broader audiences will find illuminating.

Christine Russo, host and creator of What Just Happened, interviews Tim Ringel, CEO of Meet the People, a full-funnel advertising agency collective challenging the traditional holding company model. Ringel explains that Meet the People was built to eliminate inefficiencies caused by siloed incentives in traditional ad conglomerates. Instead, his model gives agency leaders equity and aligns them around shared success and client results.

We are seeing consolidation and maybe chaos in the ad industry. Russo sits with Ringel to unpack the uniqueness of a decentralized centralized format, especially against a backdrop that includes mergers creating single mega-agencies, the abrupt CEO exits and widespread layoffs.

Christine Russo sits down to interview Regina Ye, CEO and co-founder of Topsort, on What Just Happened:

Regina Ye discussed how Topsort was founded by three engineers to democratize big tech ad infrastructure for retailers and brands. She drew from her own experience as a CPG brand frustrated by ad platforms like Amazon and Meta. Topsort aims to provide scalable, privacy-conscious, product-based ad solutions for retailers.

She emphasized the company’s goal to make retail media technology modular and accessible, especially for the “have-nots” who are struggling to catch up in retail media. Even the “haves,” she noted, still feel early in the game and seek smarter, more scalable solutions. Topsort provides tools that address both tech and operational pain points, allowing customization and faster iteration to achieve better ROI.

Regina spoke about growing skepticism among CFOs about retail media’s profitability and the importance of understanding what a successful retail media business actually looks like financially. She noted that technical inefficiencies and a lack of agility often hinder performance.

She detailed Topsort’s recent partnership with DoorDash, launching a programmatic retail media exchange focused on solving fragmentation and standardization issues across cataloging, attribution, and audience definitions—something now possible through AI. She positioned this as part of a shift into “Retail Media 3.0,” characterized by open, programmatic, and scalable infrastructure.

Additionally, she introduced Topsort’s new AI-based offerings that unbundle ad intelligence—such as auto bidding, pacing, and quality scoring—so retailers can test and optimize with their own data. This includes an in-store innovation that uses existing retail hardware signals (like Bluetooth and beacons) to create ML-based predictions on in-store behavior, without needing new installations.

Finally, she shared insights about Topsort’s inaugural Developer Days event, a collaborative offsite where engineers, retailers, and product leaders gathered to discuss product roadmaps, new features, and innovation in retail media beyond the typical sales and marketing focus

Christine Russo, host of What Just Happened, sat down with James Denman, a brand strategy and marketing leader for luxury and fashion brands. Russo and Denman explored how brand marketing is evolving, emphasizing modern strategies that break rigid traditional models.

Denman pointed to the need for brands to modernize their marketing approaches through a multi-channel, consistent strategy rather than relying heavily on outdated campaign-driven models. He highlighted Burberry’s success with its "always Burberry weather" campaign as an example of consistent creative experimentation and drip content across social channels. Denman stressed the importance of clarity, intentionality, and bravery, with clarity being the foundation for building lasting consumer engagement.

Kith's Kaka and Adidas campaign kicked of an insightful discussion about the XY Method. Russo and Denman discussed how this strategy simultaneously satisfies two audiences: one axis focused on the brand’s product or message and the other creating deeper engagement for fans through insider storytelling. Denman referenced Kith’s collaboration with Adidas and the use of layered Easter eggs, like referencing classic soccer culture, to appeal to fans on a deeper level. Russo noted that this method is akin to what brands like Taylor Swift use with Easter eggs, reinforcing that these strategies are powerful drivers of long-term brand attachment. The discussion concluded with a call for broader use of the XY Method, particularly in B2B and brand marketing, to cultivate more meaningful, loyalty-driven consumer relationships.

Christine Russo, host of What Just Happened, sits down with Mike Jacobs to discuss key shifts in marketing strategy and brand authenticity in today’s evolving landscape. In addition to these talking points, Russo offers a hard look and counterpoint analysis of Gary Vaynerchuk’s Possible presentation, blending sharp critique with balanced insight.

Talking points:

The Shift from Quantity to Quality and the Need for Authenticity:

Russo critiques the oversimplification in modern marketing advice, particularly targeting Gary Vaynerchuk’s pivot from promoting high-volume content to emphasizing "quality." Jacob stresses that “quality” must be properly defined—whether it’s production value or the depth of strategic thinking—and that authentic brand identity should be the foundation of any content strategy.

Balancing Organic Content and Campaign Structure:

Jacobs explains the necessity of blending organic, quick-turn content with broader campaign strategies. While organic, lo-fi content can enhance relatability, Russo and Jacob agree that large-scale campaigns remain important for delivering brand positioning and long-term customer engagement. A rigid binary—organic versus high-production—is misleading without contextualizing audience and channel strategies.

Marketing’s New Complexity: AI, Data Gaps, and the ‘Movable Middle’:

Russo and Jacobs explore how AI, privacy shifts, and changing consumer habits create confusion but also opportunity. Jacob highlights that marketing success now depends on authentic strategy connected to product value, not just creative flash. They also discuss the "movable middle" concept from MMA research, emphasizing the overlooked importance of mid-funnel engagement—consideration actions that lead to deeper brand loyalty.

Christine Russo, creator of What Just Happened, sits with Matt Merrilees, CEO of Global-e, to explore how cross-border ecommerce is being reshaped by rising tariffs, regulatory shifts, and the demand for profitable international expansion. Merrilees outlines how Global-e helps brands navigate the complexities of global commerce while maintaining customer experience and profitability.

Key Discussion Points:

• Tariffs and Profitability Modeling
  Merrilees explains how Global-e helps brands assess and manage the impact of changing tariff landscapes by running market-by-market profitability analyses before launching international sales. This helps brands avoid surprises and maintain margins while expanding globally.

• One Integration, Global Reach
  The Global-e platform allows brands to sell into multiple international markets through a single integration, managing everything from duties and taxes to returns, payments, and compliance. This simplifies cross-border selling and supports both DTC and localized fulfillment models.

• AI for Operational Efficiency
  AI is now embedded across all departments at Global-e, from customer service to marketing to tech development. Merrilees notes that AI is being used to streamline operations and enhance scalability, positioning it as a strategic lever alongside tariff navigation.