Origin stories, rebrand journeys, and identity deep-dives. How companies built something people actually remember.
In 2020, Airbnb cut 80% of its marketing spend overnight. Revenue recovered. Brand awareness climbed. The company went public at a $47 billion valuation. The experiment changed how Silicon Valley thinks about marketing.
The Swedish oat milk company turned a commodity product into a cultural movement by antagonizing the dairy industry, plastering self-deprecating copy everywhere, and refusing to act like a normal brand.
Emily Weiss turned a beauty blog into a billion-dollar brand by listening to her audience. Then the brand stopped listening. The rise, stumble, and reinvention of Glossier is a cautionary tale for every community-led company.
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