Meet The Brandsider
Every week, The Brandsider decodes how modern luxury brands become magnetic.
I started this platform to answer a single question: what makes a brand truly cult-worthy? As a brand strategist whoās worked on major global rebrands, Iām fascinated by the difference between brands that fade ā and those people identify with, defend publicly, and instinctively recruit others into.
In pursuit of answers, I spent nearly a year analyzing modern luxury brands from every angle. This led me to develop The Flywheel of Belongingā¢ ā a set of forces that, together, turn a simple product into a world people want to belong to.
Now I treat this platform as my lab: sharing case studies, strategy insights, and learnings from building my own brand. You can also find me on Instagram and TikTok.
About me
Iām Tamara Belair ā brand strategist and founding partner at Brandside, a full-service brand agency for teams serving discerning, high-expectation audiences of HENRYs and the (U)HNW.
We build brands people feel proud to belong to ā through strategy, design, digital, and founder-led storytelling. To explore a potential partnership, please book an introductory call here.
Prior to Brandside, I began my career in management consulting before joining Lippincott, where I led positioning and transformations for Fortune 500s, including the rebrand of Nokia.
After living in Montreal and London, I now call Edinburgh home with my husband and co-founder, Parker Curry.
xo,
Tamara
