Meet The Brandsider
A weekly newsletter decoding modern luxury through a brand strategy lens.
I started this platform to answer a simple question: what makes a brand truly cult-worthy? As a brand strategist who’s worked on major global rebrands, I’m fascinated by the difference between brands that fade – and those people identify with, defend publicly, and instinctively recruit others into.
This curiosity led me to the world of modern luxury, where aspiration, identity, and belonging are the real currency – and where the most successful brands are those building worlds insiders want to belong to.
In my weekly briefing, I decode the moves, signals, and psychology behind today’s most magnetic, aspirational brands – and make sense of the forces shaping luxury today. You can also find me on Instagram and TikTok.
About me
I’m Tamara – brand strategist and founder of The Brandsider.
Beyond this publication, I partner with modern luxury operators and founders to build cult-like brands that drive both aspiration and belonging. To explore consulting or newsletter sponsorship, please reach out directly: tamara@thebrandsider.com
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 Montréal and London, I now call Edinburgh home with my husband and co-founder, Parker Curry. Together, we’re building Public Label: the home of modern, identity-led media brands.
xo,
Tamara
