Brand differentiation isn’t about being first. It’s about being clear. These 16 brands show the many ways to carve out your edge.

Brand leaders from Tecovas, Claire’s, and Saatva shared sharp, practical insights on loyalty, collaboration, AI, and multichannel growth. Here’s what stood out.

Most brands sound the same. This post breaks down the difference between meeting expectations and meaningfully standing out — and why it matters.

The “no marketing” founder story makes for a great headline — but skip the fine print, and you’ll miss the real strategy behind the growth.

Growth is good — but it’s not the whole game. In a crowded, fast-moving market, emerging brands need more than momentum. Here’s how to think long-term, with lessons borrowed from the brands that have stayed relevant for decades.

As indie brands gain market share and consumer attention, legacy players are navigating a changing beauty landscape. Distribution, discovery, and disruption are redrawing the rules — and big beauty needs to keep up.

Indie beauty isn’t just holding ground — it’s gaining it. New category data shows indie brands are growing faster than the conglomerates. Here's what that means for founders, strategists, and anyone building in beauty (or beyond).

When growth stalls in CPG and consumer products, it’s tempting to jump straight to a solution. More media spend. New packaging. A big promotional push. The thinking is: if we just fix this one thing, sales will rebound.

But what if the real problem isn’t what you think it is?

Landing on the shelves of Sephora, Ulta, or Target is a major milestone for beauty brands—one that signals mainstream success. Yet, with thousands of beauty brands in the market, competition for space in these retailers is fierce. In the race to secure big-box distribution, emerging brands often overlook a powerful growth partner: small independent retailers.

For consumer products marketing leaders, cross-functional collaboration is crucial for achieving business success. Explore the five key executive partners that comprise this Fractional CMO’s Dream Team, and learn how their combined expertise drives strategic growth and operational excellence.