Welcome to The Red Thread, a weekly(-ish) branding and culture newsletter exploring what founder-led brands can learn from cult luxury heavyweights in order to build the same kind of timeless, relevant, culturally aware, and irreplaceable positioning in their own categories.
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Issues:
ISSUE 09: The invisible product problem
What a fragrance brand can teach us about selling something nobody can see
ISSUE 08: Contradiction is the point
Musings on the power of tension in branding and why the best brands hold opposites
ISSUE 07: When business growth kills brand equity
An unsolicited brand audit to teach founder-led brands about the one thing they should never compromise on.
ISSUE 06: You're doing brand consistency wrong
How to grow, pivot, and experiment in your brand and still feel coherent.
ISSUE 05: Burning of the velvet rope & the post-luxury mindset
Price stopped being the point. Here's how you can succeed instead.
ISSUE 04: Audit before you edit
How to audit your brand in 15 questions or less - so you surface the cracks and solve the right problem.
ISSUE 03: Brace yourself - I'm going to talk about personal branding
Giving personal branding a rebrand, plus all the ways I'm using AI in my work
ISSUE 02: Reflection vs. Reaction and The Pecking Order
Cultural takeaways and a deliberate structure that works smarter, not harder, for your brand
