Hitmakers: How Brands Influence Culture

What are luxury goods good for? How about a pair of socks or sneakers? In this episode, Rei and Ana talk about apparel’s two opposing forces - product identity and functionality - is deeply embedded in creative, strategic and operational decisions that shape apparel’s business models. Some products, like luxury items, over-index on identity; others, like Uniqlo or Muji, are deeply rooted in functionality. To succeed, apparel brands need to have a mix of both. But what is a good enough product? And can too much identity become a liability? Listen to discover. Nike ad of Saquon’s backwards hurdleWatch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The Intersection"Rei's global innovation firm I&CO

What do Banana Republic and Google have in common? By combining brand strategy with merchandising, these brands influenced culture. They grew by building a product universe.In this excerpt from episode 2, Rei and Ana explore product pyramids of these brands, and how they grew through smart product-led branding.Watch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The Intersection"Rei's global innovation firm I&CO

What do Banana Republic, McDonald’s, and a 1,800-year-old Japanese shrine have in common? By combining brand strategy with merchandising, these brands influenced culture. They grew by building a product universe.In this episode, Rei and Ana explore product pyramids of different brands, and how they grew through smart product-led branding.Related Links:The growth of a Japanese shrine: https://open.substack.com/pub/reiinamoto/p/rethinking-rebranding?r=2e839vMcDonald’s example: https://www.mcdonalds.com/ae/en-ae/anime-campaign.htmlHow to build a product universe: https://andjelicaaa.substack.com/p/how-to-build-a-product-universeWatch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The Intersection"Rei's global innovation firm I&CO

In this inaugural episode, Ana and Rei introduce the idea of product-led branding: what happens when a product is so good that it spins a brand out of it?They discuss how products themselves—like Nike’s Moon Shoe and Levi’s 501 jeans—build brand identity through unique features and cultural appeal. Five key elements of product-led branding are Value, Wear, Aesthetics, Narrative, and Fandom. Ana and Rei also share their respective Hit Lists, a topic or item in culture that's occupying them at the moment.Watch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The Intersection"Rei's global innovation firm I&CO