The Brand Capital Report
XRC VenturesStrategy, trends and capital behind next-gen brands
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 28 | Subscribers | Read | brandcapitalfund.substack.com |
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Latest Issues
Recent posts by this newsletter. Browse the email archive.
The Smell of Money, Part 2: What to Do Before They Come for Your Category
This is Part 2 of a two-part piece on fragrance as a brand platform strategy. Part 1 covers the CAGNY signals, the feature-vs-platform framework, and why large brands can’t buy their way to premium scent permission. Start with Part 1 here i...
The Smell of Money, Part 1: Why the Incumbents Can't Buy Their Way In
A note on what we’re doing here. For a while, we were writing trend pieces — the kind that compile signals from across the industry and say, broadly, “here’s what’s happening.” We stopped. Not because the signals aren’t real, but because th...
Between CAGNY and Expo West: Where the Next 5–7% Growth Is Being Built — and Who’s Missing It
A few weeks ago we were at CAGNY. This week, the team is heading to Expo West.
Authors
The writers behind this newsletter.
Strategy, trends and capital behind next-gen consumer brands
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