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About The Brandsider

The Brandsider is a weekly newsletter about the making of cult brands. I started it to answer a single question: what does it take to build a cult brand? As a brand strategist who’s worked on major global rebrands, I’m fascinated by the difference between brands that fade - and those that achieve near-mythical status. The ones people want to identify with, belong to, and can’t get enough of. Because brands are always changing, I use the news cycle to decode cult branding in real time. Every collaboration, launch, or campaign is a chance to see how brands move closer to - or further from - cult status. Each week, I break down those moves and share the lessons that founders, marketers, strategists, and brand lovers can take away.

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