#consumer brands

it's less mystical than it sounds. here's our honest breakdown 🧩

cultural relevance is one of those phrases that gets thrown around in marketing a lot without people explaining what it actually means in practice.

so here's what it looks like when a brand is doing it right:

they know what their audience cares about outside of their product category. they're not just paying attention to industry trends — they're paying attention to pop culture, social movements, entertainment, and the conversations their community is having.

they show up in those conversations authentically. not by forcing a connection that isn't there, but by finding the genuine overlap between their brand's values and what's happening in culture.

they respond in real time. cultural moments have a shelf life of 48–72 hours on social media. brands that can react fast stay in the conversation. brands that need two weeks of approvals are always late.

they give their community something to identify with. it's not just 'we sell X.' it's 'we stand for Y. and so does our community.'

culturally relevant brands feel like they exist in the world alongside you, not just in your shopping cart.

does your brand feel like a participant in culture or a vendor in a marketplace?

not products. identities. that's the difference.

there's a specific kind of brand that doesn't just sell things — it makes you feel like you're part of something.

and honestly? studying why they work is one of my favorite things.

here's what the brands I'm obsessed with have in common:

✦ they have a clear cultural point of view. they're not trying to appeal to everyone. they know exactly who they're for and who they're not for — and they lean into it.

✦ their community is the marketing. the best ad they've ever run was probably their most devoted customer's Instagram post.

✦ they show up in culture, not just commerce. they're in conversations that go beyond their product category. they have opinions. they stand for things.

✦ the brand voice is consistent but alive. you'd recognize them in a sea of posts without seeing a logo.

✦ they make customers feel like insiders. exclusive access, behind-the-scenes content, community rituals — small gestures that signal 'you belong here.'

cult brands don't happen by accident. they happen when great products meet intentional community building over time.

which brand lives in your head rent-free right now? 👇

    It’s the fragrance from our childhood: apple pie, Meyer Lemon, and Evergreen Spruce. From trips to grandma’s house to the obligatory Mother’s Day gift, candles filled the background of many young lives, often without realization. Candles have illumined civilization for centuries, and their usage has shifted from essential to more aesthetic. Today, the Yankee Candle brand legacy and retail…