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Brennen Schlueter

@brennen

167 Following
1151 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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Great brand builders used to steal from the edges of cultures: weird kids making films in bedrooms, sweaty underground clubs, and art school dropouts with nothing to lose. Now we steal from case studies and whatever brand went viral last week. MTV, Supreme, and early Nike pulled from skateboarding, hip-hop, and punk. Places with zero commercial agenda. Raw energy that existed for its own reasons. Authentic scene → gets "discovered" → gets documented → gets diluted → gets copied 🔁 dies. The copying loop is the brand death spiral. Only referencing other brands = only reaching people already brand-aware. Only copying crypto brands = only reaching people already in crypto. Expansion happens when you pull from outside the system. Find weird energy that hasn't been categorized yet. The brands that break out won't be copying Liquid Death or anyone else. They'll find whatever kids are doing in Discord servers we've never heard of.
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Looking at this chart, it's striking how the things that define a decent life (healthcare, education, housing, childcare) have become luxury goods while actual luxury goods got cheaper. If it's essential for human dignity or social mobility, it's gotten wildly expensive. If it's a consumer product that can be mass-produced, it's gotten cheaper. What gets me is how this feels engineered. Like there's this collective agreement that regular people shouldn't get too comfortable. That struggle is somehow virtuous, making life harder builds character. 2008 crash started series of crises: COVID, inflation, trade wars, AI fears; instead of using policy to cushion the blow, we've doubled down on making everything harder. We've convinced ourselves that if people aren't constantly worried about money, they'll get lazy. What if security actually enables people to take risks, be creative, contribute more? We've managed to rebrand basic human needs as unrealistic.
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