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Hitmakers: How Brands Influence CultureIt's a wrap!In the final episode of Season 1 of Hitmakers, Rei and Ana look back at the core themes that their discussions revolved around: how great products build great brands, why creativity is a mindset not an output, and why the most important thing of all is to care about the work that you are doing.IKEA April FoolsNike Trolls New Balance and Cooper Flagg with 4 WordsMayoHaters by NotCoWatch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The Intersection"...2025-04-0337 minHitmakers: How Brands Influence CultureThe State Of PlayDemi Moore has a house for her doll collection. David Beckham relaxes by assembling Lego kits. Board games are the preferred Saturday night pastime. Selling toys to adults is a big business, and in this episode, Rei and Ana unpack the reasons behind bag charms, AFOLs (Adult Fans of Lego) and popularity of brand mascots. Rather than seeing these trends as mere nostalgia, we suggest that consumers are increasingly comfortable with the blurred lines between reality and imagination, spurred by AI.Watch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "...2025-03-2045 minHitmakers: How Brands Influence CultureHow to Brand TechnologySome of the biggest global brands are tech companies (Apple, Google, Samsung, Nvidia), and in this episode, Rei and Ana explore the branding strategy behind technology. From myth-making to a seamless omnichannel experience to translating narratives into user interface, we are looking at how branding of tech is different.Watch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The Intersection"Rei's global innovation firm I&CO2025-03-0642 min
The Creative MindsetBonus Track: Lightning Questions with Angela Onuoha - E53Alternative career choices? Next travel destinations? Favorite food? We welcome back Angela Onuoha for a fun round of lightning questions.Angela is the most established and well-known trichologist and Cosmetic Chemist within the creator space. Her advocation for diversity has made her a true force for good within the beauty industry.Angela isn’t just an influencer, she is an educator who is leading input into efficacious formulations and the importance of ingredients. She is working with the globe’s leading hair care brands, advising on product diversity and laun...2025-02-2708 minHitmakers: How Brands Influence CultureThe Society of SpectacleThe culture of hype (streetwear, cronuts, Gone Girl, Hamilton...) got replaced by the society of spectacle (fashion shows, Olympics, SuperBowl, Barbieheimer). Everything is a spectacle if you lead with celebrities, promote it wildly, and spend enough money on it. Spectacles grab our attention and fizzle in one summer or shorter. In this episode, Rei and Ana talk about SuperBowl's half show, why sports is the only thing that unifies us these days, and whether can hype make a comeback.Watch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How...2025-02-2033 min
The Creative MindsetAlgorithms vs. Authenticity in Content Creation - E52The importance of personality and sharing well-researched knowledge outweighs the value of viral content. In this second part of Rei’s talk with trichologist and content creator Angela Onuoha, we hear about her daily routine, the strategic choices behind her content creation, and how she balances authenticity with platform algorithms. Angela breaks down her structured yet flexible schedule, emphasizing the importance of planning and adaptability in a fast-paced digital world. The conversation offers unique insights on maintaining authenticity, the challenges of content creation on platforms like Instagram and TikTok, and her aspirations for the future, using her expertise to de...2025-02-1322 minHitmakers: How Brands Influence CulturePost Meh-ificationWhen algorithm flattens cultural markets, how to create against this backdrop? When everything is “meh,” winners are the surprising, the unexpected, and the different. The problem is, these things succeed in niches - offline communities, small groups, and subcultures. They are created in niches, and usually stay there. In the winners-take-all markets, scaling requires algorithms. Can brands bridge this dichotomy? What are the success stories of innovation in the meh world? Is it even financially possible for a brand to disrupt itself before someone else does? In this episode, Rei and I use once-innovative brands as examples of what happ...2025-02-0646 min
The Creative MindsetFrom Law School Dropout to Creative Hair Influencer - E51Perfect jobs are not something you find, but something you create for yourself. Rei talks with Angela Onuoha, a pioneering trichologist and content creator from Amsterdam, to unpack her unique journey into the creator economy. Angela shares how her cultural background and personal experiences with hair care led her to a path she never anticipated—becoming an influential voice in the trichology community. The conversation delves into the evolution of the creator economy and its substantial impact on culture and business today.Angela is the most established and well-known trichologist and Cosmetic Chemist within th...2025-02-0635 minHitmakers: How Brands Influence CultureWhy Brands Need Creative StrategyCreativity is not just an ideas game. More than anything, it’s a matter of process, organization, and the problem-solving abilities of the “backend” office. McKinsey study found that companies that prioritize creativity have 67 percent higher organic revenue growth than those who do not. Yet, creativity, despite its superior business value, is often siloed in “creative” departments like marketing, design or creative. Creativity is a company-wide mandate, and in this episode, Rei and I talk about how that looks like, which brands successfully implement it, and how to organize for creativity.The Changing Role of Design By Rei Inamoto@to...2025-01-2340 minHitmakers: How Brands Influence CultureWho and What Influences Culture?What is culture? Culture can mean a lot of different things, and in this episode we zero in on our working definitions, along with the brands, consumer behaviors, and trends that we can expect to see more of in 2025Show notes:How to build brand energy by Grace GordonMarcijuš AI StudioDeluxe: How Luxury Lost Its Luster by Dana ThomasWatch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The Intersection"Rei's global innovation firm I&CO2025-01-0944 minHitmakers: How Brands Influence CultureHappy New YearIn their last episode of 2024, Ana and Rei talk about predictions. Rather than predicting the future, companies should set themselves out for the future's inherent unpredictability. In this context, we unpack why "boring" brands are set to succeed, why smart glasses are going to be big, and why the retail middle may be coming back, thanks to Substack and AI. We wish everyone a happy new year!Watch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The...2024-12-2648 minHitmakers: How Brands Influence CultureThe Curious Case of JaguarWhy some rebrands succeed and why some fail? Why do we usually dislike new logos and then slowly get used to them? What are the best and worst rebrands, and how to tell the difference? We are joined by Brian Morrissey, founder of the Rebooting, to discuss how politics, aesthetics and ethics of branding reflect themselves in media, creative fields and brand-building.The Rebooting by Brian MorrisseyWatch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The Intersection"...2024-12-1254 minHitmakers: How Brands Influence CultureProduct identity and functionality: friends or foes?What are luxury goods good for? How about a pair of socks or sneakers? In this episode, Rei and Ana talk about apparel’s two opposing forces - product identity and functionality - is deeply embedded in creative, strategic and operational decisions that shape apparel’s business models. Some products, like luxury items, over-index on identity; others, like Uniqlo or Muji, are deeply rooted in functionality. To succeed, apparel brands need to have a mix of both. But what is a good enough product? And can too much identity become a liability? Listen to discover. Nike ad of Saqu...2024-11-2843 minHitmakers: How Brands Influence CultureHow to build a product universe: Utility Driven BrandsWhat do Banana Republic and Google have in common? By combining brand strategy with merchandising, these brands influenced culture. They grew by building a product universe.In this excerpt from episode 2, Rei and Ana explore product pyramids of these brands, and how they grew through smart product-led branding.Watch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The Intersection"Rei's global innovation firm I&CO2024-11-2114 minHitmakers: How Brands Influence CultureHow to build a product universe: tactics of product-led brandingWhat do Banana Republic, McDonald’s, and a 1,800-year-old Japanese shrine have in common? By combining brand strategy with merchandising, these brands influenced culture. They grew by building a product universe.In this episode, Rei and Ana explore product pyramids of different brands, and how they grew through smart product-led branding.Related Links:The growth of a Japanese shrine: https://open.substack.com/pub/reiinamoto/p/rethinking-rebranding?r=2e839vMcDonald’s example: https://www.mcdonalds.com/ae/en-ae/anime-campaign.htmlHow to build a product universe: https://andjelicaaa.substack.com/p/how-to-build-a-product-universeWatch us on Yo...2024-11-1432 minHitmakers: How Brands Influence CultureFive Elements of Product-Led BrandingIn this inaugural episode, Ana and Rei introduce the idea of product-led branding: what happens when a product is so good that it spins a brand out of it?They discuss how products themselves—like Nike’s Moon Shoe and Levi’s 501 jeans—build brand identity through unique features and cultural appeal. Five key elements of product-led branding are Value, Wear, Aesthetics, Narrative, and Fandom. Ana and Rei also share their respective Hit Lists, a topic or item in culture that's occupying them at the moment.Watch us on YouTubeFollow A...2024-10-3145 min
The Creative MindsetIgniting Organizational Change Through Trust - E36Ever struggled to help your clients change? A North Star is crucial for guiding client companies, but it’s meaningless without the underlying trust and supported by tangible practices.For this week’s episode, we welcome back Ana Andjelic, the acclaimed brand executive and author of the popular newsletter “The Sociology of Business.” With extensive experience in transforming and growing brands, Ana offers insights on what it takes to drive meaningful change within established companies and underscores the importance of “dumbly believing” in the possibility of transformation to initiate significant changes. Rei also complements her insights...2024-07-0434 min
The Creative MindsetReviving Iconic Brands: Lessons from Banana Republic and Esprit - E35Reviving brands requires understanding their origin stories, injecting fresh imagination, and “an orchestrated push”, according to Ana Andjelic.On this week’s episode, we welcome the acclaimed brand executive Ana Andjelic. As the former global chief brand officer of iconic fashion brands such as Banana Republic and Esprit, Ana shares powerful strategies for reviving brands and emphasizes the importance of aligning product propositions with overarching brand concepts. The discussion also delves into the divide between brand and performance marketing and the influence of technology on perception.Ana Andjelic is a glob...2024-06-2053 min