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“Cultural relevance isn't just checking boxes on a trend report—it’s the magnetic pull between what you create and what people actually give a damn about.”
In this Special Edition to the BOARD BRIEFING, Rebecca Bartlett distills the magic behind brands that actually matter—from resisting performative noise to zooming in on community truth and zooming out on culture.
“Exercise doesn’t make me feel amazing. It just makes me feel less bad.” In this week’s BOARD BRIEFING, Lilly Minkove breaks down the real wellness trends shaping 2025—from stress relief and hormone shifts to community-driven motivation. If your brand is still chasing aesthetics and biohacks, you might be missing the point. Read the full insights, and subscribe to ABOVE BOARD for more human-first strategy.
“If your brand system feels like a script, it’s too rigid. But if it feels like improv with no rules, it’s useless.” In this week’s BOARD BRIEFING, Stevie Wilson makes a powerful case for why language systems—voice guidelines, messaging frameworks, feedback rituals—aren’t just creative niceties, but essential business tools. This one’s for leaders tired of word salad and ready to scale clarity. Read now and subscribe to ABOVE BOARD for more weekly insights.
“Looking bigger” is not the flex you think it is. Acting like a holding company might feel like a step up—but all those extra approval layers, 12-person pitch teams, and bespoke decks for every prospect? They're not signs of growth. They're symptoms of insecurity. “These habits don’t show growth. They show insecurity.”
Chantal Sagnes unpacks why indie agencies need to stop copying the big shop playbook and start building smarter, faster, and more intentionally. If you’ve been stuck in overthinking mode, this one’s for you.
The effort and skill required to create a new brand from scratch has plummeted. Many companies, celebrities, influencers, civilians, and (yes) agents are going to do it. They’re going to shoot their shots. There’s no upper limit. The only constraints are supply chains, ad real estate, and capital—and the pressure on all three is about to skyrocket. COGS, CPMs, and valuations will shift accordingly.
By removing moral imperatives from the conversation around circularity, Karuna Scheinfeld was able to engage executives on their terms—through the lens of profit, innovation, and competitive advantage. This strategic camouflage, which she calls “Covert Circularity,” enables real change to happen under the radar of traditional business resistance.
I hope you’ll join us over there. And I hope it will lead you to more Substacks and voices you love. Because the “new economic engine for culture?” It’s just starting to rev.
Kevin Hamilton champions a collaborative AI approach—treating it like a junior teammate—to streamline research, outline creation, media sourcing, and publishing, freeing human editors to focus on creativity and brand voice. By integrating human oversight at each step, this “Human + AI” workflow not only preserves authenticity but also amplifies content quality and productivity across every facet of your business.
Arif Isikgun explains how and why product education is the overlooked key to conversion, customer loyalty, and lasting brand growth.
Amidst unprecedented saturation in the Beauty industry, a new messaging trend emerged: an absolute obsession with claims. Amanda Aldinger argues, this is the time to revive aspiration in Beauty messaging.
Alta Sparling explores the scent revolution that is upon us, and the habits, values, and brands that are shaping the way Gen Z and Gen Alpha shops.
Bold branding can help arts institutions transcend tradition and connect more deeply with modern audiences. With this approach, Christopher Ritter reimagines Cincinnati Ballet for a new era.
A truly conscious brand doesn’t just say it cares about sustainability - it sources better, uses less, and informs more. It doesn’t claim community is everything - it listens, invites, and co-creates. The inside and the outside have to match.
Jill Di Donato reflects on the mental shift from corporate culture to independent work, emphasizing the importance of community, self-care, and redefining professional value beyond titles.
The brands that win attention in 2025 will be the ones that adapt quickly—offering value to journalists, leveraging data, and rethinking tools like press releases for the modern era. Jeanne Meyer presents the new playbook for winning strategies.
Rachel Swanson shares findings from a survey of 150 Gen Z individuals, revealing their strong self-confidence, health optimization practices, and continued interest in mood-altering substances.
How an unexpected federal furlough challenged Faye McCray’s long-held belief in career stability and pushed her to embrace discomfort as a catalyst for growth.
Let’s talk about sex— the sexual wellness industry, which the market has taken for quite a ride.
As a trademark and business attorney, I’ve seen firsthand how legal strategy can make or break a brand. Robust trademark protection, vigilance against infringement, and savvy licensing practices are essential for long-term success.
Zoe Weisberg Coady shares 7 Principles of Building a Community for Personal Growth and Professional Excellence
Rebecca Bartlett shares: “The research is clear: The timeline for teen development has expanded, breaking through the traditional boundaries of ages 13-19. Rather than emerging as fully-formed ‘Young Adults’ at age 20, the journey to adulthood now spans nearly two decades.
Marketers, get excited. Parents, prepare yourselves.”
Member Anna Vale compares the goal setting, training, and grit of marathon training to building a business.
Duo of Duolingo is dead; and member Jenifer DeSofi shares how the creative revolution is shaping the future of business.
Member Kim Wileman delves into ageism in the beauty industry and expertise earned over time.
“Beauty competition may have intensified with the rise of dupes, but for luxury brands, the opportunities remain abundant - just wrapped in a new playbook.” Member Mei Grandell gives us the scoop
The ideal is becoming a media brand that sells products, not a DTC brand that has social media.
According to Member Sara McCord: “We also know that social media can provide community, information, resources, support, and dare I say–hope.”