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Brennen Schlueter

@brennen

172 Following
1163 Followers
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Please allow me to reintroduce myself, my name is Brennen. I founded and run a creative marketing studio called Heretic but I’ve been building brands for 15 years in and out of web3. I started my career working at Wieden + Kennedy building global campaigns for Nike, Kraft, Chrysler, Dodge Then I built the first digital strategies for Chick fil a, Home Depot, AAA. I launched the Jordan Brand’s social strategy, and grew the agency from 30 to 700+ globally working on Nike, Orbitz, House of Hoops + I built Robinhoods brand and content management strategy pre-ipo. I brought Amazon Music and Amazon Luna to market. Then in 2020, I left agency world to go full time in web3. I cofounded the marketing community JUMP with @kauffman I have been CMO of RabbitHole, Aleo, and most recently Gaia. I’m here because I believe in thus industry but the brands suck because most of the marketers suck. Here’s a thread on why I started heretic: https://x.com/brennenschlu/status/1844526801097306236?s=46
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Just read Nick Asbury's latest on brand purpose. A few thoughts: 1. Corporate authenticity IS possible, but only when brands accept they're not for everyone. Real purpose means focusing on specific people and problems, which alienates others. Brands chasing universal appeal struggle most. 2. Not every company should try to save the world. Some have clear societal benefits. Others support causes founders care about. But jumping on trending issues? Hollow. 3. the real trap: making social responsibility marketing's job instead of the company's. Purpose should flow FROM what you do, not BE what you claim. 4. On younger consumers expecting social stances: just because they expect it doesn't mean every brand should deliver. Sometimes the most authentic thing is focusing on making an excellent product. The strongest brands picked their lane early and let actions speak louder than purpose statements. https://nickasbury.substack.com/p/stengel-and-a-strange-purpose-autopsy
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