GOODSTORY
Gina Clementi, GoodstoryGOODSTORY is a field guide to brand archaeology: uncovering the stories, beliefs, cultural tensions, and human truths beneath brands and translating them into ideas that drive growth and connection.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 104 | Founded | 2 years ago | Last Issue | 9 days ago |
| Active | |||||
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goodstory.substack.comLatest Issues
8 Unsexy Brand Things You Actually Have To Do
Let me tell you about the moment a client saw her new logo crop and said “oh my God, this is huge.”
It was absolutely not huge, at all. It was a logo crop.
As in, we took the existing logo, adjusted the proportions, fixed the spacing, and...
The Mega-Brand’s Oldest Trick Stopped Working
America’s mega-rands (Nike, Levi’s, Coca-Cola, Starbucks) were selling a worldview. A self. An answer to the question every generation eventually asks: who am I, and how do I signal that to the world? The genius was making that transaction...
I’m in love with a pink dragon, and you should be too.
This week’s most entertaining Senate hearing gave us all a rare double-whammy of my two favorite things: an embarrassing blunder from a far-right politician and a resounding endorsement of women’s athleticism.
Senator Eric Schmitt wal...
The Warm-Collar Economy and the Brand Integrity Crisis Nobody Is Talking About
Cultural futurist and CEO of Concept Bureau, , coined a term recently that I have not been able to stop thinking about.
Warm-collar labor.
She was describing the emerging category of work that involves performing the emotional labor that...
Women’s Sports Is the Most Honest Brand Integrity Test in the Market Right Now
Let me give you some numbers before I give you the argument.
Women’s sports viewership in the United States reached 28.6 billion minutes in the first half of 2026 alone, up 18% over the same period in 2025, according to Nielsen.
In 2025,...
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Authors
The writers behind this newsletter.
Gina Clementi is the founder of Goodstory, She has spent 20+ years brand side with Nike, adidas, Providence Health, and Micron. She writes about brand, story, and the space in between.
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