Decoding the trends shaping consumer brands, technology, and pop culture. Smart insights, sharper takes.
The failure rate of personality-based brands remains remarkably high. The reason is not awareness and reach, its product and personality fit, execution, and alignment. The belief that personality and influence build distribution is only able to stand when trust is a cornerstone of the business, because influence alone can shorten the time to achieve awareness, but it does not manufacture belief in the product and an organic connection to the personality itself.
IN THE SPOTLIGHT
I didn’t start building brands because the market was easy. I’m doing it because it isn’t. In a moment defined by higher costs, skeptical consumers, and thinner margins, this is my case for building fewer, better businesses that are designed to last.
Jan 8, 2026