Dear Reader,

I could start with all the classics: “Can you believe it’s December?” or “Where has the year gone?” But you’ve heard that before, and let’s face it, we’ve got bigger things to cover. This year has been packed with branding breakthroughs, clever launches, and fresh strategies that kept us talking—and it’s only right to take a moment to reflect on it all.

November was a fitting finale to the year, with plenty of strategy-driven insights and consumer behaviour shifts landing on Brand Insider. It was a month of connecting the dots. But as we wrap 2024, here’s what I’ve loved, what stood out, and a peek at what’s to come.

If 2024 taught us one thing, it’s that community isn’t just a buzzword—it’s the backbone of modern branding. Glossier’s G Collective redefined loyalty programmes. Saie’s masterclass felt more like a gathering of besties than a PR play. REFY went a step further, whisking their closest community members off to a villa in Mallorca that looked straight out of a Pinterest board. These brands didn’t just connect; they created belonging. That’s a playbook we’ll see a lot more of in 2025.

Hailey Bieber most definitely had the cleverest launch of the year with her Rhode Lip Case. A phone case that doubles as a lip gloss holder? Love, love, loved! It’s functional, gorgeous, and 100% on-brand. This wasn’t just a product; it was a moment—and a perfect reminder that branding is as much about thinking smart as it is about looking good.

2024 in a Nutshell

There are plenty of places to go for updates on fashion, beauty, food, tech—you name it. But when it comes to branding, consumer behaviour, and market insights, the options thin out. That’s exactly why I started Brand Insider. I wanted to fill that gap with insights that not only inform but spark lightbulb moments. Whether you’re a brand owner, designer, or just someone who loves dissecting what makes brands tick, there’s so much to learn from what’s already out there. You don’t have to start from scratch—it’s all about connecting the dots.

It’s been just over a year since we launched, and the reception has been everything I could have hoped for.

If even one reader takes something from Brand Insider—an idea, a strategy, a new way of thinking—and applies it to their work, that’s a win for me.

We covered a lot this year, and the highlights are hard to narrow down. From Alo Yoga’s global rise to Adanola’s reign over basics, 2024 was all about brands mastering their niches. Rhode continued to set the standard for beauty branding, and we were here for every move.

Our deep dives into strategy sparked some serious lightbulb moments, like why consistency is your brand’s best friend or how to truly connect with today’s shoppers. We launched The Vault, a curated resource hub for designers and strategists, and next year, it’s levelling up; think internships and courses to help you kickstart your career. The Branding Diaries were another highlight, featuring candid chats with game-changers like Giovanna Vieira, Precious Adesina, and Justine Kwezi. Their insights were the kind of wisdom you bookmark and come back to again and again.

December also means gifting season, and our guides are live. Whether it’s candles for the cosy obsessed,  something for homebody designer or some help on what to get the content creator who already has it all, we’ve covered everyone on your list—including yourself (because yes, self-gifting counts). And next year? Let’s just say there are some interviews, projects, and surprises in the works that I can’t wait to share with you. Stay tuned—it’s going to be a big one.

Finally, to you—our readers, followers, and supporters—thank you for being part of the Brand Insider journey this year. Your love for all things branding inspires everything we do.

Here’s to a merry Christmas, a happy New Year, and a 2025 packed with fresh ideas. See you in January.