GOOD THINKING
Episodes
Part 2: 2026 Predictions 🔮 across every category
08 Jan 2026
Contributed by Lukas
Welcome to the 2026 Predictions, guest edition!In case it’s not abundantly clear, this Substack is based on my love of reading a borderline insane a...
2026 Predictions 🔮 across every category
21 Dec 2025
Contributed by Lukas
Welcome to Year 2 of GOOD FUTURE. Everything you should be watching in 2026.Unlike a typical issue, most of these links lead back to past GOOD THINKIN...
Laid off? Stuck? Scared?
10 Dec 2025
Contributed by Lukas
This one’s a little different.Over the last few weeks, we’ve been talking to so many people who suddenly find themselves on the job market. Friend...
GOOD THINKING Gift Guide 2025
04 Dec 2025
Contributed by Lukas
We’re back with the GOOD THINKING gift guide. Year 2. We went bigger! And there’s also a ton of exclusive GOOD THINKING discount codes—thanks, b...
The 20 best brand campaigns of 2025
26 Nov 2025
Contributed by Lukas
Welcome to our top 20 brand campaigns of 2025Not the biggest. Not the most awarded. Just the ones we loved.We break down why each one worked, what it ...
What can 18 athleisure brands teach you?
19 Nov 2025
Contributed by Lukas
Hi all,What can 18 athleisure brands teach you about brand experience? A lot apparently. And a very clear pattern emerged: clarity is rare. But when a...
Is it time to retire the collab?
12 Nov 2025
Contributed by Lukas
Hi all,We’re back with another edition of GOOD SIGNS—a monthly round-up of 4 letters, looking at what’s bubbling up.Again, these aren’t trends...
Altar’d State is the case study no one’s talking about.
05 Nov 2025
Contributed by Lukas
This week, we chat with retail expert Michael Abata. In addition to being one of our favorite voices on LinkedIn, Michael is a lovely human and a comp...
Telfar and Clare V get it. Casper and many don’t.
29 Oct 2025
Contributed by Lukas
While we were in LA and NYC together, we did a LOT of retail and brand touring. And it became pretty obvious that many of the retail 101 basics are mi...
Welcome to the trust economy
15 Oct 2025
Contributed by Lukas
We’re back with another edition of GOOD SIGNS—a monthly round-up of 4 letters, looking at what’s bubbling up.Again, these aren’t trends (yet!)...
AI hates contradictions. Your brand should love them.
08 Oct 2025
Contributed by Lukas
This week, we dive into a topic that’s been coming up a lot in the letter: embracing contradictions as a brand advantage.Most brands get flattened b...
Savannah Bananas and Men’s Wearhouse don’t mix. Except they do.
01 Oct 2025
Contributed by Lukas
If you work at a legacy brand or spend any amount of time thinking about how to reposition them, this week’s episode is for you!We chat with Matt Re...
Nike is a parable. Eugene Healey drops gems. Brands are now entertainers.
24 Sep 2025
Contributed by Lukas
Let's unpack everything from Paradigms. It’s very rare that I leave events impressed by the branding, and rarer still that every talk gave me someth...
Ralph is thrifting, Margiela is selling art.
11 Sep 2025
Contributed by Lukas
We’re back with another edition of GOOD SIGNS—a monthly round-up of 4 letters, looking at what’s bubbling up. Again, we’re not calling these t...
Diesel = the OnlyFans of Denim
27 Aug 2025
Contributed by Lukas
A light and easy one for you this week, though certainly not without its hot takes. Back-to-school means denim season. Well, it has traditionally. We ...
Should your brand make a show?
20 Aug 2025
Contributed by Lukas
Hi all,We have a fun episode this week, diving into the brand content boom and made-for-social shows (drop a comment if you’ve seen the right word f...
Midlife is a massive market
14 Aug 2025
Contributed by Lukas
Very excited for this episode. If you’ve been reading here, you know we’re both obsessed with the healthcare overhaul happening right now, the opp...
Substack is the new LinkedIn. But better.
06 Aug 2025
Contributed by Lukas
We’re back with another episode of GOOD SIGNS—a monthly round-up of 4 letters, looking at what’s bubbling up.Again, we’re not calling these tr...
'Holistic' is rebranding. So is crisis management.
30 Jul 2025
Contributed by Lukas
Touching on our fave things from the last month of letters.Of course, we talk about Astronomer’s crisis marketing. We also discuss Range Rover’s m...
GOOD THINKING: China Edition
23 Jul 2025
Contributed by Lukas
We have such a fun episode and letter for you this week! Our friend, Yaling of @Following The Yuan, who you all know well from my countless references...
Brand bravery is a muscle
16 Jul 2025
Contributed by Lukas
We've talked a lot about bravery on this podcast—what it looks like, how it feels, and why the brands that have it are winning.But brave (or courage...
Marketing is dead. Make yourself useful.
09 Jul 2025
Contributed by Lukas
We’re back with another episode of GOOD SIGNS—a monthly round-up of 4 letters, looking at what’s bubbling up.Again, we’re not calling these tr...
Candid, hot takes on Cannes
02 Jul 2025
Contributed by Lukas
What really happened at Cannes 2025? We break down the brand experiences that mattered—and the ones that fell flat. From Pinterest’s immersive tak...
Healthcare brands are quitting 'medical' branding
26 Jun 2025
Contributed by Lukas
In this episode, we chat with Hilary Dubin and Caroline Vasquez Huber, the founders of Jones, about how they’re re-imagining the healthcare space (s...
Tech bros are crying in saunas—it's needed.
18 Jun 2025
Contributed by Lukas
Robbie Bent and his 4 co-founders didn’t just build a wellness brand—they've built an emotional experience people cry in (literally).In this episo...
The stunts don't stop
05 Jun 2025
Contributed by Lukas
This week, we’re breaking down the wildest, weirdest brand campaigns making noise — and what they say about where marketing is headed. From a twee...
The final frontier for brands? Shame.
28 May 2025
Contributed by Lukas
This week, we’re talking to one of the most interesting thinkers on LinkedIn: Jasmine Bina. We got deep into how shame is the final frontier for bra...
Luxury brands will soon be friction fiends
21 May 2025
Contributed by Lukas
Now, the newness continues. As I mentioned, rather than a weekly companion podcast, we’re going to do a monthly round-up of 4 letters, looking at wh...
Branded Substacks? Only if done right.
14 May 2025
Contributed by Lukas
Substack is the new shiny penny in brand marketing—but done wrong, it can do more harm than good. In this episode, we get into how brands can actual...
How to build a brand for Alphas
07 May 2025
Contributed by Lukas
In this inaugural series episode 'HOW GOOD GETS GOOD', we talk to Moot, a new model for youth hospitality. A membership club created by teenagers, for...
Othership is mastering intentional branding
01 May 2025
Contributed by Lukas
This special edition of GOOD THINKING WEEKLY unpacks the 5 big lessons we learned on our inaugural live GOOD THINKING NYC TOUR. If you haven’t read ...
Instagram's Close Friends is the new loyalty program
16 Apr 2025
Contributed by Lukas
Hi all,Welcome back to our weekly companion podcast to the Sunday letter. We get deeper into the big hits across every category. And unpack them furth...
Google nail it. Marimekko crushed. Loro Piana lost me.
10 Apr 2025
Contributed by Lukas
Hi all,Welcome back to the podcast! We’re breaking the typical companion podcast cadence this week with a fun Milan Design Week 2025 edition. I was ...
The Ordinary dropped viral eggs. And brand brilliance.
26 Mar 2025
Contributed by Lukas
THIS WEEK’S PODCAST EPISODE:Frida is freeing the cracked nipple. And fighting back against being censored.Buffalo Wild Wings fumbled a winning idea....
Set Active mess up is brand gold, and Frida frees the (cracked) nipple.
19 Mar 2025
Contributed by Lukas
THIS WEEK’S PODCAST EPISODE:Frida is freeing the cracked nipple. And fighting back against being censored.Buffalo Wild Wings fumbled a winning idea....
Dude Wipes show us big butts attract crowds at Expo West
12 Mar 2025
Contributed by Lukas
This week, we also have two fun things added to the mix. 1) Friend of the letter and CPG expert Fred Hart joined us to discuss what he saw at Expo Wes...
Lululemon has energy again—high energy.
05 Mar 2025
Contributed by Lukas
Hi all,Welcome back to our weekly companion podcast to the Sunday letter. Hit the links to skip to what strikes your fancy!I’m coming to SF (March 1...
Nike needed Skims. The reverse isn't true.
26 Feb 2025
Contributed by Lukas
Hi all,Welcome back to our weekly companion podcast to the Sunday letter. Hit the links to skip to what strikes your fancy!I’m coming to SF (March 1...
Need a lesson in worldbuilding? Watch Severance
19 Feb 2025
Contributed by Lukas
THIS WEEK’S PODCAST EPISODE:* Duolingo’s mascot is “dead”—but is it really?* Severance is world-building—naturally.* Poppi’s real miss? ...
Open AI's Super Bowl ad failed at humanity
12 Feb 2025
Contributed by Lukas
THIS WEEK’S PODCAST EPISODE:* Fans are coming for the content and paying for the community* Move over shoppy-shop, hype-grocer is here* Michelob Ult...
Brands are fighting...with ads
05 Feb 2025
Contributed by Lukas
As always, this pod dives into the biggest trends, shifts, and brands. Diving deeper and unpacking our favorite bits of the Sunday letter.THIS WEEK’...
Frida Baby's campaign hits (right on the nose)
29 Jan 2025
Contributed by Lukas
THIS WEEK:* Brand activism’s reboot* Even Frida Baby is misbehaving* Metamucil’s fear will be their undoing* Ingredients still matter* A cause I d...
Wellness brands will love 'Longevity Dads'
22 Jan 2025
Contributed by Lukas
As always, this pod dives into the biggest trends, shifts, and brands today. We dive deeper and unpack our favorite bits of this Sunday letter.This we...
2025 prediction? Brands misbehaving
09 Jan 2025
Contributed by Lukas
Hi,This letter comes to you with an ultra-heavy heart. Kirsten, my business partner, is based in Venice (she’s ok), and I lived there for nearly a d...
2025 Predictions 🔮 across every category
18 Dec 2024
Contributed by Lukas
Hello, And happy final email of the year!Welcome to the inaugural issue of GOOD YEAR: my predictions for the year ahead. A list of what brands should ...
Liquid Death's latest collab is brilliant
11 Dec 2024
Contributed by Lukas
This week on the pod there are a lot of hot takes:* Advent calendar—the trend that hasn’t peaked.* Taco Bell’s theme park attraction photobooth,...
JD Sports gave us modern parents for Christmas
04 Dec 2024
Contributed by Lukas
Morning,This week on the pod:* Holiday campaigns are emotional and human this year—more than usual?* The messy middle—where many brands are gettin...
GAP's marketing is great. They still need help.
20 Nov 2024
Contributed by Lukas
This week on the pod we did things a little differently—still experimenting to find the best value.More topics. More fun.* Walmart's wellness strate...
Slack hired humans—and they made brand magic
13 Nov 2024
Contributed by Lukas
This week we dive into two brands that gave me a smile during a dark hour. Calm and Slack.AdWeek's, Five Takeaways From Calm's Election Night Ad, T.L ...
Rhode knows how to hack your feed
23 Oct 2024
Contributed by Lukas
Rhode knows how to hack your feed. They are always a masterclass in marketing. And this London pop-up is a shining example. We get into why it's so go...
The best marketing of 2024 just happened
16 Oct 2024
Contributed by Lukas
Bobbie, the formula brand, just released this ad with Molly Baz. It’s historic on all levels. We get into it.LinkedIn postTikTok of Good Thinking 39...
Starbucks & AG-1 are brands with benefits
09 Oct 2024
Contributed by Lukas
This week's pod is a double-header.We dive into the Starbucks x AG-1 collab. Who’s the biggest winner? And what both brands need to consider.We also...
Did Burger King bite off more than it can chew?
02 Oct 2024
Contributed by Lukas
This week on the podcast, we talked about LinkedIn’s favorite brouhaha of the week: The Burger King Ad. We discuss the recent controversy, a woman's...
Lore, fun and preciousness: What Nutter Butter is teaching us
26 Sep 2024
Contributed by Lukas
In this episode, Kirsten Ludwig and Chris Danton chat about the emerging theme of less ‘produced’ content, how ‘less produced’ doesn’t mean ...
The people want accessible extravagance
18 Sep 2024
Contributed by Lukas
In this episode, we chat splurgy yet accessible indulgences as a brand trend. We explore how brands are adapting to consumer desires for affordable lu...
LA28 Olympics is a big opportunity for brands
05 Sep 2024
Contributed by Lukas
In Episode 34, we chat about the opportunities for brands in the upcoming Olympics and Paralympics in Los Angeles. Yes, it's 4 years out but the Paris...
Is RushTok bigger than back-to-school?
29 Aug 2024
Contributed by Lukas
We dive into the phenomenon of Rush Talk on TikTok and how it relates to back-to-school as a whole.We talk RushTok, Gymshark is getting it right and t...
A very demure, very mindful follow-up podcast
21 Aug 2024
Contributed by Lukas
In this episode, Kirsten Ludwig and Chris Danton discuss the viral trend of ‘Demure’ on TikTok and its crossover to other platforms like LinkedIn ...
Intergenerational marketing is the future
16 Aug 2024
Contributed by Lukas
Hi,This week on the podcast we get into one of my favorite topics: intergenerational marketing.In the letter, I wrote about the massive rise in people...
The power of brand
11 Aug 2024
Contributed by Lukas
Hi all,This week on the podcast we get into the power of your brand and how it can all slip away if you aren’t careful.We also discuss who’s winni...
Pro tip: Don't mention your brand
31 Jul 2024
Contributed by Lukas
In this conversation, Chris and Kirsten discuss two main topics: the ‘Sport Your Period’ campaign by Knix and the ‘California Pizza Kitchen's M...
Tears for Vera Bradley
25 Jul 2024
Contributed by Lukas
Greetings, happy midweek.First, would love to know how we’re feeling about these podcast. Are they useful. Would you like them to be more specific? ...
Kids Lines & A Boomer Weightlifting Boom
18 Jul 2024
Contributed by Lukas
Hi all,Trying to send these podcasts out sparingly. Sharing this one because it’s a fun one. This week we discuss 5 parts of the newsletter that des...
Are we in an 'unbranding' era?
13 Jul 2024
Contributed by Lukas
This week, Kirsten and I get into the conversation around Abercrombie’s ‘unbranding’, Bandit’s no-logos Unsponsored Project at the Olympics tr...
Deeper Dive: Milano Retail '24
03 Jul 2024
Contributed by Lukas
This week’s episode we dive into all things Milanese retail. Ok, not ALL things but a couple of highlights. One of two low points and a lot of detai...
GOOD THINKING WEEKLY - Episode 22
12 Jun 2024
Contributed by Lukas
This week, we decided to go deeper on aspect element of the letter: Booze Free Games.BOOZE FREE GAMES - As Seen On For the first Games ever, non-alc i...
GOOD THINKING WEEKLY - Episode 21
07 Jun 2024
Contributed by Lukas
This episode of GOOD THINKING WEEKLY we dive into our last letter, Episode 21. If you haven't read it and want to, dive in here. This is a public epis...