I need your help: brand burn book 📚
This is our special place to talk about what works, what doesn't, what we want to see more and less of from America's true rulers: brands.
Contrary to the subject line/title of this letter (you can only fit so much in a sentence!) I’m not reaching out to ask you to talk shit about brands (though I’m not saying you can’t do that if you so please…), but I would really love your help. Yes, you!
I’m planning to share more about my new job (!) and the backstory early next week, but the TLDR is that I am running a few brands in the beauty, personal care and wellness category. I’m focused on one business in particular. Hint: it’s a #2 body care best seller at Sephora... 😮
There is a lot that works about the brand that I will leave as is. There’s also a lot that I want to change off the bat.
I was catching up with the lovely
at a sunny coffee shop in Venice last week, and I was commiserating that there are so few examples of brands that go from zero to hero on social— in other words, brands that are successful on their owned & operated channels that don’t have that ✨ illusive brand magic sparkle ✨ stink all over them from Day 1.…