Welcome to Brandscape!

Thank you for reading my first letter.

Nov 25, 2024

I’m Henry Galicich. This is a weekly newsletter focused on marketing, brand, consumer insights, and design — all through the lens of a college student. Each issue, I’ll be featuring trends, brand news, recent headlines, interviews, and more. Thank you for being here.

For this first letter, let’s recap some recent headlines.

Headlines of the week 📰

Molly Baz’s new mayo line blends playful design with exciting flavor. Molly Baz’s new mayo line, Ayoh, features four “sando sauces.” Brooklyn-based agency Center designed the brand, taking inspiration from vintage menus and restaurant signs. This is the perfect gift for the sandwich-lover in your life. I’m excited to try it as well.
The Warby Parker x Emma Chamberlain collab is genius. The quirky tone that Warby Parker is known for blends seamlessly with Emma Chamberlain’s creative eye in this collaboration. Emma’s line features four pairs of vintage-inspired glasses, which informs the vintage-style of the photos. The campaign also demonstrates the evolving role of creators more broadly. Audiences (and creators) want collaborations that feel authentic — they don’t just want a name affixed to a product. Emma reflected this sentiment in a recent feature in The New York Times. Instead of being a “canvas” for a brand’s vision, she wants to take a more active role in the campaigns in which she’s featured.
Gap is making a comeback. Gap’s comeback is here — and it’s fueled by Gen Z. The nostalgic mall brand is adopting a new strategy to reach younger generations. Global CMO Fabiola Torres, who was recently interviewed by AdWeek, is leading this strategy. She highlighted the importance of social listening and a consumer-centric approach in the context of creator partnerships. Zac Posen, their chief creative officer, is also leading great work. Just take this video announcing their holiday campaign as an example.
OOH advertising isn’t going anywhere. Per the Out of Home Advertising Association of America, total OOH ad spend in Q3 was about $2 billion (a 4.3% increase from the same time last year). While brands continue to spend big on social marketing, it’s clear that this traditional marketing channel isn’t going anywhere. Brands need to exist in many places at once — even on your walk to work. However, each appearance needs to be intentional and on-brand to create a positive image.