Brand New Rules

Season 1 finale. Eight episodes. One argument: you have to know who you are before you build outward. In this episode we turn the lens on you. We break down the real signs you have a branding problem — including why most brands don't find out until it's already costing them — and walk through the brand archaeology practice we use with every client: going back through your oldest materials to see w...

Can you tell when a brand stopped being run by the people who built it? In this episode, we open by reading a real brand statement out loud. Nobody believed it. Turns out, both founders had stepped down within a year of each other — and within two years, the mission was sold, the name was gone, and the company had pivoted to GPU cloud computing. We dig into what founders actually carry that can't...

"For the culture" has been borrowed, repackaged, and run into the ground by brands that never earned it. In this episode, Christina, Jasmine, and Ariana break down where the phrase actually came from, why proximity isn't the same as belonging, and what it really takes for a brand to show up in a community without extracting from it. Featuring a real case study, a new segment on briefs we'd walk aw...

The conversation explores the analog trend and its impact on brands and consumers. It delves into the class dimension of the trend, the role of friction in branding, and the practical considerations for brands in responding to the trend. The key takeaways include the significance of the analog trend in reflecting a craving for intentionality, depth, and meaningful experiences, as well as the inten...

Most companies fall into the trap of chasing trends, believing they must appeal to the next generation to survive. But true success lies in understanding who your brand is meant for and building a future around that clarity. This episode explores how brands like Abercrombie and Pinterest redefine relevance by embracing their core identity and community, rather than mimicking youth culture. Join Ja...

What happens when your growth outpaces your brand? Chaos. In this episode, we break down why branding and growth aren't separate strategies, the warning signs that your brand can't keep up, and how to fix it before things fall apart. The hosts get into brand-as-ecosystem thinking, alignment, and the metrics that actually matter. If you're done chasing quick wins and ready to build something that l...

The conversation delves into the distinction between brand crises and consequences, emphasizing the importance of accountability over image protection. It explores the role of crisis management in branding and the need for brands to focus on rebuilding trust rather than protecting perception. We leave you with the question: Is your crisis response actually building trust, or is it doing extra work...

In our debut episode, we introduce ourselves, share why we started Groundfire Agency, and retire the branding rules that should've been gone a long time ago. What's one branding opinion you're tired of pretending to respect? That's where we start. Then we burn the old rules down and tell you what actually holds up now.