Logo
Logo
Login
Subscribe
latest
branding
design
campaigns
culture & lifestyle
about
about
airplane-takeoff

start here

Welcome to Brand Matters.

heart

authors

Get to know the writers

hands-praying

advertise

Direct access to your people.

sunglasses

community

(Coming soon)

Jair Lucena
Human taste will save your brand soul

Opinion

+1

/

May 21, 2026

Human taste will save your brand soul

Why the brands that matter next will be the ones that couldn't have been prompted into existence.

Jair Lucena
Jair Lucena
The $20 smoothie and the weaponization of wellness

Opinion

+1

/

May 7, 2026

The $20 smoothie and the weaponization of wellness

A $6.8 trillion industry built on ancient practices, a growing class divide, and an empty space that neither side of the market has figured out yet.

Jair Lucena
Jair Lucena
Stop copying campaigns. Start stealing questions.

Opinion

+1

/

Apr 21, 2026

Stop copying campaigns. Start stealing questions.

You know the meeting. Someone spent the weekend scrolling. By Monday morning they'd already decided what they wanted to look like.

Jair Lucena
Jair Lucena
A$AP Rocky's rebellion as craft: Why saying no is worth $2M a campaign

Deep Dive

+1

/

Mar 19, 2026

A$AP Rocky's rebellion as craft: Why saying no is worth $2M a campaign

How a kid from Harlem who studied Raf Simons on Tumblr ended up the only rapper Chanel wanted.

Jair Lucena
Jair Lucena

Stay ahead of the brand moves that matter.
Delivered every Thursday.

Quick Links




Info

Lento Agency
Work
Contact Us

Stay ahead of the brand moves that matter.
Delivered every Thursday.

Quick Links



Info
Lento Agency
Work
Contact Us

© 2026 Lento Agency.
Report abusePrivacy policyTerms of use
beehiivPowered by beehiiv