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Damon Berger, Head of Consumer Digital Engagement at Gap Inc., joins the show to share the strategy behind the brand's comeback. He unpacks the playbook for rebuilding an iconic brand, why it worked for Barbie, and why creator capital is the new north star. Plus, he reveals how Gap moved from "chasing relevance” to driving it, and why brand distinction is the new survival strategy against the sea of AI slop.

• Creators are the cultural conduit, building conversational capital through authentic audience relationships
• Gap's KATSEYE campaign sparked participation, not just viewership, enabling fans to own the moment
• Purpose-driven brands live their values quietly rather than preaching them publicly
• Brand distinction becomes a survival strategy when 50% of internet traffic is bots
• Get Blue partnership scales Gap's influence to address global water access for 200M people

Damon Berger [03:33]: "Creators are the conduit to what is kind of cool out in the world...the idea for us is that we have a variety of relationships with them."

Damon Berger [12:14]: "That was really why one of the reasons that it was so popular and shared and viral...people started taking that video and doing all their own dances and doing their own interpretations to it and expressing themselves and joining a larger conversation."

Damon Berger [15:14]: "We were just being ourselves. We were just living our own brand values, where we believe in the value of diverse voices. We believe in people being themselves no matter what."

Damon Berger [29:26]: "In the sea of sameness and the sea of AI slop and all of these worlds of not really knowing who you're buying from…[brand distinction] is what people care about, and that's how we've won over the last couple of years."

• Gap's "Better in Denim" Campaign - Viral campaign featuring "Milkshake" by Kelis
• Get Blue Initiative - Partnership with Gap Inc., Amazon, Starbucks, and Ecolab

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Andrew McLuhan (The McLuhan Institute) and Paulo Ferreira (co-founder, Baroes Brand Publishing) join us to dissect the seismic shift from persuasion to publication. As institutions crumble and audiences demand transparency, brands are discovering they don't need platforms—they need publishing strategies. From Brazil's brand publishing revolution to venture capital as the ultimate gamble, this conversation explores how commerce and culture collapse into a single, trust-driven narrative where every brand becomes its own campfire.

• Brands must shift from persuasive advertising to informational publishing
• Brand publishing empowers direct audience relationships, cutting out middlemen
• Context and transparency build trust, but objectivity is increasingly seen as a myth
• Well-informed consumers strengthen brands, while fear of knowledge signals weakness
• Storytelling is the new sales department and remixability drives cultural power

"A good brand doesn't fear a well-informed client. A good brand wants a well-informed client." — Paulo Ferreira [00:58:52]

"With our new media, people have the freedom to find it themselves. Brands are becoming their own campfires, allowing people to crowd around and exchange stories." — Andrew McLuhan [00:10:11]

"‘The medium is the message’ was telling radio people to calm down about TV. Being obsolete doesn't mean death, it means rebirth." — Andrew McLuhan [00:23:53]

"Trust is built through transparency. The scroll is infinite now. The stakes have never been higher for laying our cards on the table." — Andrew McLuhan [01:00:22]

• Learn more about The McLuhan Institute
• Learn more about Baroes Brand Publishing
• Check out Future Commerce on YouTube
• Check out Future Commerce Plus for exclusive content and save on merch and print
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

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Theory meets tarmac. Sushmitha "Sushi" Radhakrishnan runs finance and operations at Birddogs, the men's apparel brand born from a Shark Tank moment that's now selling through Dick's Sporting Goods. She breaks down what cash flow actually looks like when summer—not holidays—is your Super Bowl, tariffs hit mid-growth, and every trend cycle could make or break a season.

• Seasonal brands need capital access during revenue troughs, not just peaks
• Multi-channel operations demand different buying cycles—wholesale plans months ahead while DTC converts in hours
• Speed separates winners in apparel—trends change faster than traditional finance approval loops
• Small teams need executive-level spend control with rapid scalability for growth moments

Sushi Radhakrishnan [00:14:49]: "Because we are a seasonal business, having access to credit cards like a Brex where we have charge cards—in those situations when we're in our cash flow troughs, having that extra flexibility is really critical to us. There's a six month period where we have to have really good months because that's what funds the business in the lower months."

Sushi Radhakrishnan [00:20:28]: "This is my first foray into apparel and selling it online and trends change so quickly. A winning product—it's definitely a very dynamic environment to operate in."

Sushi Radhakrishnan [00:18:12]: "We move really fast. Getting that feedback loop shortened is really important when we're managing cash. That's been refreshing with Brex—the support we're getting from a credit card provider. I don't have that same level of one on one service with American Express."

Sushi Radhakrishnan [00:23:22]: "People buy apparel based on emotion, not just because they see it come across their Instagram reel. It's really important that we continue to appeal to our buyers in a way that's more than just selling the value prop of our product."

• Learn more about Brex
• Learn more about Melio
• Check out Future Commerce on YouTube
• Check out Future Commerce Plus for exclusive content and save on merch and print
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.