Brand Baby

This week’s issue covers: This Week in Brand / Gap launches the Hailey Jean, Rare Beauty partners with the Off Campus cast, and Sonsie is building a brand world. In Conversation with Bella Sci, Global Social, Content, & Influencer Marketing at Marriott Luxury Brands / Unpacking The Ritz-Carlton x MERIT partnership. Resources / Good reads from friends of the ‘Stack Kira Klaas and Ali Kriegsman, DÔEN speculation, and more. Thanks for being here.

This week’s issue covers: This Week in Brand / The rise of founder-led media companies, the best brand moments at Wimbledon, and why we’re seeing vintage cars in every brand shoot right now. In Conversation with Set CEO & Founder Lindsey Carter / Unpacking SET’s localized pop-ups, creator strategy, and sustainable engagement beyond the IRL moment. Resources / Nicotine replacement brand Jones rebrands, a good read on brands as expressions of identity, and the real key to confidence.

You might notice some slight changes to the look & feel around here. We’re trying new things! As always, let me know if you have any feedback. This week’s issue covers: This Week in Brand / My thoughts on the Gap Happy Stripe remake, Etsy and Reddit’s recent human-centered ad campaigns, and SKIMS’ partnership with Will Ferrell. Resources / Taking yourself more seriously, a call for Substack creators interested in brand partnerships, and a brand launch from a friend of the ‘Stack.

I’m back from a little hiatus – I was in Europe for over 2 weeks, which was incredibly healing. Greece continues to have a chokehold on me, particularly given how dreary and chilly it is in SF right now. ICYMI, Substack has quickly become one of the latest platforms where brands are showing up. And more specifically, the platform has become a hub for brand-creator collaboration.

Earlier this week, I posted a video to LinkedIn breaking down last week’s issue of Brand Baby (all about brands on Substack – go read it here if you haven’t yet). I was so anxious about posting it. Despite having been writing BB for 2.5 years and posting about it all the time on LinkedIn, posting a video of myself talking to camera that would reach all of my colleagues and friends felt so… vulnerable? cringe? stupid? But I posted it, and I’ve received so much love on the post.

So, your brand wants to be on Substack, huh? Today, I'm breaking down three approaches that are working well – with real examples from some of my favorite publications. Let's dive in. My favorites:Room with a View(Ace Hotel), The RealReal(The RealReal), In Stock(Shopify) We’ve been seeing brands pop up with owned publications left and right lately, from beloved shoe brand Margeaux to Madewell. Maybe a hot take, but I don’t think most owned brand publications work.

Welcome back to Brand Baby. Yesterday was my 27th birthday !! Really hoping that my Saturn return is coming soon because it’s due time for some realignment… This week, I’m partnering with Tracksuit to unpack the recently-launchedEntertain or Die Report – a data-driven ranking of the 100 most entertaining brands in the world, created in partnership with entertainment-first creative agency Small World.

Welcome back to Brand Baby. I’ve been a little MIA with a few very busy weeks at work, but I’m back this week to talk about the evolving landscape of creator marketing, and specifically, how Substack plays a role in it. I’ve been fascinated by everything happening on Substack recently, and I want to unpack it with you here. The platform continues to be the darling platform of creators everywhere in 2026 (I would argue it also held the title for most of 2025).

Welcome back to Brand Baby. Did you go to Coachella? I didn’t, but I am writing about it today – which is a perfect example of how the music festival has become a powerful distribution channel. Today’s issue, which I’m partnering with Tracksuit on, unpacks that and more. Let’s dive in. A few years ago, Coachella was a primarily in-person experience. It was something people attended, experienced, and then came home and told their friends about.

Welcome back to Brand Baby. Today’s issue is the final installment of myBrand Buildersseries. I’ve spent the last ~3 months interviewing 8 consumer brand founders about building their brands in public. This series has been so much fun, and who knows? It might come back at some point. I’ll be compiling all of my learnings and takeaways from the series for a post coming soon, but in the meantime, enjoy the final installment featuring KendallKransdorf of Cotto.