Source: Substack
The article identifies an operational split: brands like e.l.f. and Coach are winning by engineering consistent cultural participation and anticipation, while legacy players are betting that restructuring alone will restore relevance. For growth teams, the calculus has inverted—maintaining brand value now requires systematic demand generation (drops, collaborations, community activity) rather than resting on historical equity. Frequency and cultural momentum are now operational requirements, not marketing add-ons.