Shows
GOOD THINKINGDiesel = the OnlyFans of DenimA 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...
2025-08-2738 min
GOOD THINKINGShould your brand make a show?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 fancy03:36 — 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 marketin...
2025-08-2055 min
GOOD THINKINGMidlife is a massive marketVery 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.He...
2025-08-1447 min
GOOD THINKINGSubstack is the new LinkedIn. But better.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, b...
2025-08-0750 min
GOOD THINKING'Holistic' is rebranding. So is crisis management.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 fancy01:39 — THE NEW CRISIS MODE // Astronomer’s latest move was a crash course in mode...
2025-07-3046 min
GOOD THINKINGGOOD THINKING: China EditionWe 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!CULTURETOMORROWLAND CHINA // Tomo...
2025-07-2350 min
GOOD THINKINGBrand bravery is a muscleWe'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 ge...
2025-07-161h 05
GOOD THINKINGMarketing is dead. Make yourself useful.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.12:45 — GIVING GENEROSITY // This isn’t about the ‘purpose economy’. And it’s not just utility. Brands are l...
2025-07-0948 min
Lit From Within PodcastA $500 K-Beauty haul breakdownUp for a reality-check on viral beauty hacks? I (Jenny—your esthetician in residence) put my bestie Kirsten’s $500 K-beauty haul under the microscope while she battles a peel-off lip stain gone full-Smurf. Snail mucin, salmon-DNA serums, methylene-blue biohacks, and a “billion-bee” plumper all get stress-tested. Skip the hype, keep the skin science. Methylene Blue Tongue01:24 — Kirsten’s blue tongue and the science behind it.Lip-Stain Disaster Live02:42 — A bargain peel-off stain gives Kirsten patchy Smurf lips and I try to deliver a straight-face assessment.Dry Skin & Microneedling03:25 — Post...
2025-07-0643 min
GOOD THINKINGCandid, hot takes on CannesWhat 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.* 24:3...
2025-07-021h 20
GOOD THINKINGHealthcare brands are quitting 'medical' brandingIn 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 grea...
2025-06-2651 min
GOOD THINKINGTech bros are crying in saunas—it's needed.Robbie Bent and his 4 co-founders didn’t just build a wellness brand—they've built an emotional experience people cry in (literally).In this episode, we go deep on the origin and evolution of Othership: how it went from backyard ice baths to a multisensory space where people breathe, feel, and transform.We talk about building a 100-year brand, the power of consistent design, why vulnerability is a strength, and how Othership became a space for everyone—not just the “wellness elite.” Whether you’re building a business, a community, or a category, this one’s packed with in...
2025-06-1859 min
GOOD THINKINGThe stunts don't stopThis week, we’re breaking down the wildest, weirdest brand campaigns making noise — and what they say about where marketing is headed. From a tween tantrum turned Toblerone ad to OpenAI’s cringe-core collab with Jony Ives, we’ve got thoughts.Skip to the bits you fancy!04:31 — TOBLE MELTDOWNA tween tantrum goes viral in an airport. Turns out to be a Toblerone ad. Smart or triggering? We get into it.13:15 — HELI DELIVERYElf airdropped skincare to a sailor mid-ocean. Fun. But did it make sense?20:22 — PURE GOLDWhen a sugar-drink giant tried to block PureSpor...
2025-06-0549 min
GOOD THINKINGThe final frontier for brands? Shame.This week, we’re talking to one of the most interesting thinkers on LinkedIn: Jasmine Bina. We got deep into how shame is the final frontier for brands, and what it takes to reframe our most deeply held beliefs.Skip to the bits you fancy!04:35 — THE SHAME REFRAME // Why shame is valuable for brands and how it’s about reframing the story — not just taboo busting.08:05 — CHANGING THE STORY // How brands can actually create a new identity for consumers to overcome shame. 12:09 — UNTAPPED FRONTIERS Menopause, debt, obesity — shame is where brands make real cultural chang...
2025-05-2838 min
GOOD THINKINGLuxury brands will soon be friction fiendsNow, the newness continues. As I mentioned, rather than a weekly companion podcast, we’re going to do a monthly round-up of 4 letters, looking at what’s bubbling up.We’re not calling these trends. That’s way too heavy for a month’s worth of content. These are GOOD SIGNS. Signals, patterns, counter-trends. Stuff that’s emerging, continuing, sticking out, or simply, what we’re finding interesting in the last month.Hit the links to skip to the bits you fancy103:31 — FRICTION FLEX // Friction is the new flex. This isn’t about limited-ed...
2025-05-2148 min
GOOD THINKINGBranded Substacks? Only if done right.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 Amer...
2025-05-141h 00
GOOD THINKINGHow to build a brand for AlphasIn this inaugural series episode 'HOW GOOD GETS GOOD', we talk to Moot, a new model for youth hospitality. A membership club created by teenagers, for teenagers. We talk about why Moot started, the enormous appetite from tweens, teens, and parents for spaces like this, and what other brands should know about building for the oft misunderstood Alpha.Hit the links to skip to what strikes your fancy!03:04 — What is Moot and why teens (and parents) are desperate for it.06:08 — Meet Cheryl and Paul, the founders of Moot.07:07 — Why societ...
2025-05-0736 min
GOOD THINKINGOthership is mastering intentional brandingThis special edition of GOOD THINKING WEEKLY unpacks the 5 big lessons we learned on our inaugural live GOOD THINKING NYC TOUR. If you haven’t read the letter, it’s a good one. But rather than recapping the letter, we unpack our most important takeaways from the day.Hit the links to skip to what strikes your fancy!05:58 — The biggest themes from the tour—what kept showing up.12:06 — Intentionality is the new baseline. The best brands are doing more.18:07 — Why the consumer journey still matters—and where most brands miss.23:56 — Reta...
2025-05-0156 min
GOOD THINKINGInstagram's Close Friends is the new loyalty programHi all,Welcome back to our weekly companion podcast to the Sunday letter. We get deeper into the big hits across every category. And unpack them further.I’m playing with the formatting of these podcast emails to see if we like them better. Let me know what you think!Hit the links to skip to what strikes your fancy!* 2:20 — Why pricing isn’t just about affordability anymore—it’s about perception.* 7:32 — First Rounds On Me: the dating app that opened a café. IRL is booming.* 11:40 — Heineken’s anti-phone stun...
2025-04-1649 min
GOOD THINKINGGoogle nail it. Marimekko crushed. Loro Piana lost me.Hi all,Welcome back to the podcast! We’re breaking the typical companion podcast cadence this week with a fun Milan Design Week 2025 edition. I was in town for a couple of days and wanted to share everything I saw and a few other bits and pieces I didn’t catch that are worth knowing about. As always, this pod dives into the biggest trends, shifts, and brands. This week is no different there. Quick note: This email will get cut off due to all the photos. Carry on in the brow...
2025-04-101h 06
GOOD THINKINGThe Ordinary dropped viral eggs. And brand brilliance.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 positioningThe souvenir industry is getting a shake-up. But there’s more opportu...
2025-03-2645 min
GOOD THINKINGSet Active mess up is brand gold, and Frida frees the (cracked) nipple.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 positioningThe souvenir industry is getting a shake-up. But there’s more opportu...
2025-03-1939 min
GOOD THINKINGDude Wipes show us big butts attract crowds at Expo WestThis 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.
2025-03-121h 00
GOOD THINKINGLululemon has energy again—high energy.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 nee...
2025-03-0541 min
GOOD THINKINGNike needed Skims. The reverse isn't true.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 ma...
2025-02-2627 min
Lit From Within PodcastHow the pros travel: The skincare editionThis episode, Kirsten and I discuss all things travel. Microdosing to calm the nerves, all the things I recommend pre-during-post-trip to have your skin look amazing, supplements I travel with (Kirsten travels with an entire Erewhon, but I try to prioritize!), lymphatic drainage techniques for post-plane puff, hyperpigmentation, and, of course, sun care. All the things.If you want to skip to the good bits, click the links!03:27 — Microdosing has unlocked a lot for me, including pre-travel anxiety.05:01 — Goodness knows why, but travel is always when the bugs hit. Since this happened to me o...
2025-02-2341 min
GOOD THINKINGNeed a lesson in worldbuilding? Watch SeveranceTHIS 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...
2025-02-1954 min
GOOD THINKINGOpen AI's Super Bowl ad failed at humanityTHIS 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 educatio...
2025-02-1243 min
GOOD THINKINGBrands are fighting...with adsAs 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 mode21:11 — REBRANDING BABES Kirsten's post on this duo. Elle artic...
2025-02-0536 min
GOOD THINKINGFrida Baby's campaign hits (right on the nose)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 comebackAs always, this pod dives into the biggest trends, shifts, and brands. Diving deeper and unpacking our favorite bits of the Sunday letter.CULTURE01:06...
2025-01-2936 min
GOOD THINKINGWellness brands will love 'Longevity Dads'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 riseABOUTChris and Kirsten are the founde...
2025-01-2245 min
GOOD THINKING2025 prediction? Brands misbehavingHi,This letter comes to you with an ultra-heavy heart. Kirsten, my business partner, is based in Venice (she’s ok), and I lived there for nearly a decade. We know these communities that have been destroyed, we have friends whose homes are gone. To all our LA-based readers, we are holding you in our hearts. I asked Kirsten if she wanted to do the podcast, and in typical fashion, she said yes. But before we dive in, I wanted to share some resources with you all.If you’re looking for...
2025-01-0937 min
The Courageous Podcast with Ryan BermanChris Danton and Kirsten Ludwig — Founders of IN GOOD COIf Thelma and Louis were reincarnated, it’s quite possible they’ve come back in the bodies of Kirsten Ludwig and Chris Danton. As partners and co-founders of IN GOOD CO, Kirsten and Chris have crafted badass strategies for companies like Pinterest, Zappos, and Mars, helping them stand out in crowded industries. In this conversation, we dive into their trend-filled Substack —GOOD THINKING —where they reach over 15,000 C-suite executives and creatives worldwide. We also discuss their unapologetic philosophy on brand building where they’re not afraid to challenge their clients to embrace change. Throughout the episode the duo share examples of h...
2025-01-0154 min
GOOD THINKING2025 Predictions 🔮 across every categoryHello, And happy final email of the year!Welcome to the inaugural issue of GOOD YEAR: my predictions for the year ahead. A list of what brands should be watching in 2025.Unlike a typical issue, most of these links lead back to past GOOD THINKING issues so you can dive deeper into each topic. It’s a rabbit hole wonderland.Each prediction comes with a counter-prediction: the pendulum swing. These two realities will live simultaneously, sometimes appealing to the same consumer—it’s a wild and exciting time.In the po...
2024-12-1856 min
Lit From Within PodcastFood as medicine during your cycleWe’re back with another episode about Food As Medicine.This time, we focus on your cycle (if you have one).BOOKS/ARTICLES/LINKSHer Blood Is Gold by Lara OwenTaking Charge of Your Fertility AppFood as medicine25 foods for glowing skinGOOD TO KNOWOur music is by the artist Fabian Küpper. Learn more about his work and enjoy his soul-soothing handpan music on his website Connect with Kirsten’s company IN GOOD CO | Website I Subst...
2024-12-1519 min
GOOD THINKINGLiquid Death's latest collab is brilliantThis week on the pod there are a lot of hot takes:* Advent calendar—the trend that hasn’t peaked.* Taco Bell’s theme park attraction photobooth, and why it’s clever* Spotify Wrapped: time to wrap it up?* Pinterest Predicts: love it and why it feels a bit different this year.* Liquid Death x Depend collab—Is this the start of something great for Depend?* AG-1’s airport vending machine is just the tip of this opportunityLINKSGOOD THINKING 46'Book calend...
2024-12-1138 min
GOOD THINKINGJD Sports gave us modern parents for ChristmasMorning,This week on the pod:* Holiday campaigns are emotional and human this year—more than usual?* The messy middle—where many brands are getting stuck and why.* Botox is now a beauty treatment and the overall reframing of healthcare that’s happening.* Why Amazon’s BoyRoom sponsorship is so genius—the explainer.* Eileen Fisher: Great brand, terrible fit for Gen-Z. And what would make more sense.As always, this pod dives into the biggest trends, shifts, and brands of today.Enjoy!-Chris
2024-12-0427 min
Lit From Within PodcastFacials 101This week we combine two of my favorite tools for self-compassion and self-care: Hape and Facials.EPISODE GEMSHape how toAnd facial advice from an expert estheticianPRODUCTS MENTIONEDKURIPE - TEPI setGoldenHigh Oil CleanserVibrantBoost Face Mist (high in Niacinamide)RadicalSeeker Honey Mask (gentle exfoliator)LitFromWithin Face OilAQ Active SerumLymphatic Face BrushGua Sha ToolBlue-laced AgateSmudging StickGOOD...
2024-12-0142 min
GOOD THINKINGGAP's marketing is great. They still need help.This week on the pod we did things a little differently—still experimenting to find the best value.More topics. More fun.* Walmart's wellness strategy and repositioning* Barbie-fication of movies* The gap between Gap’s great marketing and its experience* NueCo’s questionable claims* Why Louis Vuitton’s scaffolding trick feels new again* The enormous potential for Yeti and some potential pitfallsEnjoy!LINKSWalmart's stocking PoppiWalmart's earnings Wicked’s wicked packaging error r.e.m...
2024-11-2050 min
GOOD THINKINGSlack hired humans—and they made brand magicThis week we dive into two brands that gave me a smile during a dark hour. Calm and Slack.AdWeek's, Five Takeaways From Calm's Election Night Ad, T.L StanleyCalm's adSlack's notification This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com
2024-11-1312 min
GOOD THINKINGRhode knows how to hack your feedRhode knows how to hack your feed. They are always a masterclass in marketing. And this London pop-up is a shining example. We get into why it's so good and what other brands can learn from it. LINKSRhode's London pop-upEpisode 40 of GOOD THINKING on Substack and TikTokABOUTChris 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...
2024-10-2319 min
GOOD THINKINGThe best marketing of 2024 just happenedBobbie, the formula brand, just released this ad with Molly Baz. It’s historic on all levels. We get into it.LinkedIn postTikTok of Good Thinking 39Chris 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 This is a pu...
2024-10-1611 min
GOOD THINKINGStarbucks & AG-1 are brands with benefitsThis week's pod is a double-header.We dive into the Starbucks x AG-1 collab. Who’s the biggest winner? And what both brands need to consider.We also couldn’t help but touch on the re-rise of specialty retail. Why is it making a comeback and where is it going?As always, this pod is casual. A chat between friends. Fun listening. Diving into the biggest trends, shifts, and brands of today.Still under 20mins.Links:“STARBUCKS IS OPTIMIZING -> Snaxshot // Starbucks has partnered with AG-1. You can no...
2024-10-0916 min
Lit From Within PodcastEat these foods and get great skin!This episode is about the food you should be eating—foods that are medicine—that will help you look and feel lit from within.EPISODE GEMSThe entire episode is a gem. Head to our Substack for written details on each food and a few extras.Check your water quality and find a spring water source herePRODUCTS MENTIONEDRetinol alternative: BeautyGrass MoonLitFromWithin face oilCollagen-boosting skincare: BeautyGrass VibrantBoost face mistSpirulina-infused skincare: BeautyGrass RadicalSeeker honey maskDISCOVER MORE Learn more about...
2024-10-0843 min
GOOD THINKINGDid Burger King bite off more than it can chew?This week on the podcast, we talked about LinkedIn’s favorite brouhaha of the week: The Burger King Ad. We discuss the recent controversy, a woman's right to choose—her food, get into empowerment vs. judgment in marketing, and what BK might have done a little differently. Enjoy!Relevant links:The Burger King adThe GrubHub adBobbie This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com
2024-10-0219 min
GOOD THINKINGLore, fun and preciousness: What Nutter Butter is teaching usIn this episode, Kirsten Ludwig and Chris Danton chat about the emerging theme of less ‘produced’ content, how ‘less produced’ doesn’t mean less effort and they discuss Nutter Butter and their 1-year journey to viral fame. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com
2024-09-2615 min
GOOD THINKINGThe people want accessible extravaganceIn this episode, we chat splurgy yet accessible indulgences as a brand trend. We explore how brands are adapting to consumer desires for affordable luxury and how quality plays a role. We also touch on how 'luxury' is changing in the face of AI. Enjoy! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com
2024-09-1817 min
GOOD THINKINGLA28 Olympics is a big opportunity for brandsIn Episode 34, we chat about the opportunities for brands in the upcoming Olympics and Paralympics in Los Angeles. Yes, it's 4 years out but the Paris games offered some unique learning worth capturing.We explore the importance of showcasing the Paralympics and shifting the narrative from focusing on disabilities to celebrating the incredible athletic abilities of the participants. We also discuss the challenges of navigating the spread-out nature of LA and the need for brands to understand the different locations and events. And we chat about LA's culture and ways that can...
2024-09-0529 min
GOOD THINKINGIs RushTok bigger than back-to-school?We dive into the phenomenon of Rush Talk on TikTok and how it relates to back-to-school as a whole.We talk RushTok, Gymshark is getting it right and the Gen-X and silver generation opportunities during this season.A fun one. Hope you enjoy it. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com
2024-08-2916 min
GOOD THINKINGA very demure, very mindful follow-up podcastIn this episode, Kirsten Ludwig and Chris Danton discuss the viral trend of ‘Demure’ on TikTok and its crossover to other platforms like LinkedIn with special guest, TikTok expert, Sara McCord.They explore the factors that contributed to its rapid spread and big-picture takeaways for brands. They also discuss the changing dynamics of social media platforms and how brands can adapt to the fast-paced nature of trends. They wrap it up with some speculation about the future of Jools Lebron and the potential for her to bridge into social advocacy, new chapters and more...
2024-08-2117 min
GOOD THINKINGIntergenerational marketing is the futureHi,This week on the podcast we get into one of my favorite topics: intergenerational marketing.In the letter, I wrote about the massive rise in people moving in with their parents. This shift has been happening for a while but marketers have yet to truly capitalize on what it means.So we dig in.0:29 - Moms are the best roomies1:56 - The power of Gen-X’s free income and how their spending will shift4:13 - Cross-generational influence—the influence is going both ways. 7...
2024-08-1619 min
GOOD THINKINGThe power of brandHi all,This week on the podcast we get into the power of your brand and how it can all slip away if you aren’t careful.We also discuss who’s winning brand-wise at the Paris Olympics and what to consider moving into the LA28 games.And finally the rise of private-label brands.2:35 - Why SouthWest should be looking at Nike for lessons.6:09 - The ROI on ‘brand’7:53 - How Hoka and On benefited from Nike’s misstep12:22 - The difference between Paris and LA and wha...
2024-08-1122 min
GOOD THINKINGPro tip: Don't mention your brandIn this conversation, Chris and Kirsten discuss two main topics: the ‘Sport Your Period’ campaign by Knix and the ‘California Pizza Kitchen's Mac and Cheese Apology. They explore the unique approach of the ‘Athletes Get Periods’ campaign, where athletes are paid for mentioning their periods while competing without explicitly promoting the brand. They also praise the CPK Mac and Cheese Apology for its humorous and customer-centric response to a missing macaroni incident. The conversation touches on themes of empowerment, vulnerability, brand authenticity, and the importance of owning mistakes.TakeawaysThe ‘Sport Your Period ’ campaign is a unique and empowering...
2024-07-3111 min
GOOD THINKINGTears for Vera BradleyGreetings, happy midweek.First, would love to know how we’re feeling about these podcast. Are they useful. Would you like them to be more specific? Give more advice? Please share.Second, this podcast is revealing something I already knew but now is literally staring me in the face: I can’t help but make faces when I talk. Do people go to podcast school for this? Tips and tricks are welcomed and needed.Ok, now let’s dive in to a few topics that really stop out from the latest letter.* 2...
2024-07-2528 min
GOOD THINKINGKids Lines & A Boomer Weightlifting BoomHi all,Trying to send these podcasts out sparingly. Sharing this one because it’s a fun one. This week we discuss 5 parts of the newsletter that deserved more attention. We get into what worked, what didn’t, and most importantly how brands can use these nuggets.Enjoy! Around the 2min mark:* EVERYONE’S MAKING KIDS // This week Mark Bittman launched his famous ‘How To Cook Everything’ cookbook but made for kids. I’ve mentioned that in Milan there were a shocking number of freestanding kids stores (everyone from Stone Island...
2024-07-1831 min
GOOD THINKINGAre we in an 'unbranding' era?This week, Kirsten and I get into the conversation around Abercrombie’s ‘unbranding’, Bandit’s no-logos Unsponsored Project at the Olympics trials, and Gucci (and many of the houses’) new art direction.Enjoy! This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com
2024-07-1324 min
GOOD THINKINGDeeper Dive: Milano Retail '24This week’s episode we dive into all things Milanese retail. Ok, not ALL things but a couple of highlights. One of two low points and a lot of detailed takes on what was working and what wasn’t.OFFICINE UNIVERSELLE BULY (at the top)SEZANE (around 17:30)LEVI’S (around 24:30)LA DOUBLE J (around 30:00)CORSO COMO 10 ( approx 33:40, briefly)ZARA HOME (approx 36:05)MASSIMO DUTTI (briefly towards the end) This is a public episode. If you would like to discuss this w...
2024-07-0345 min
GOOD THINKINGGOOD THINKING WEEKLY - Episode 22This week, we decided to go deeper on aspect element of the letter: Booze Free Games.BOOZE FREE GAMES -> As Seen On For the first Games ever, non-alc is going to sponsor the Olympics. Yes, I know the subject line last week said non-alc was over but, obviously, we know I was joking. This past World Cup was big sporting moment for booze-free and wasn’t the disaster everyone expected—it was a huge success. But booze-free or not, the question is: how to make sure the sponsorship work with the Games (and all sports, really) bein...
2024-06-1216 min
GOOD THINKINGGOOD THINKING WEEKLY - Episode 21This episode of GOOD THINKING WEEKLY we dive into our last letter, Episode 21. If you haven't read it and want to, dive in here. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ingoodco.substack.com
2024-06-0736 min