Brand Futures
Michelle Wiles | Brand FuturesResearch and strategy on how brands grow.
| Platform |  | Pricing | Freemium | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 94 | Founded | 6 years ago | Last Issue | 6 days ago |
| Active | |||||
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embeddedbrandstrategy.substack.comLatest Issues
Building the nation's largest soccer league
Eight months ago, someone invited me to join their recreational soccer team. I immediately declined; I’d never played on a sports team and I saw no reason to start embarrassing myself in one now.
“Please join! We’re required to have women...
It’s all about framing.
A lot of my friends are betting on the World Cup. But instead of using Kalshi or Polymarket, they’re placing bets through investing app Robinhood.
In 2025, Robinhood partnered with Kalshi to offer Kalshi’s prediction markets within Rob...
you don’t need taste, you need creative direction
Good taste is the floor
It feels like every week there’s another post that declares taste the driver of value in a post-AI world. The logic is that since AI allows people to create as much content as they want, value will come from curatio...
Remix your icons
What Chanel and Adidas's Biggest product launches have in common
In 2022, Ugg launched a riff on the classic Ugg boot with the Ultra Mini which featured a 2-inch platform sole on a short Ugg. It felt equal parts familiar and fresh. And it...
Brand Confessional: Anu Lingala on Why Trend Strategy ≠ Trend Chasing
Where trends fit into brand strategy
Today I’m sharing a conversation with Anu Lingala, a trend strategist who has worked with Nordstrom, Mejuri, Adidas, and MAC Cosmetics.
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Authors
The writers behind this newsletter.
Marketing leader, BoF contributor. Ex-McKinsey. NYC, sometimes London.
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