About The Brandsider

The Brandsider decodes how brands create belonging.

While most brands push products,
insider brands cultivate membership.

These are the brands people want to identify with, belong to, and can’t get enough of. Their power comes from trading in codes, references, and rituals that only make sense if you’re on the inside.

Those who ‘get it’ are the ultimate brand champions: spreading the word, deepening the myth, and keeping the story alive over time.

Each Friday, The Briefing unpacks how brands engineer this insider status. From luxury houses to viral cultural phenomena, every campaign, launch, or collaboration reveals the mechanics of belonging - and the moves that pull people closer.

Welcome to your seat at the table.

About Me

I’m Tamara Belair, a brand strategist and Editor-in-Chief of The Brandsider.

I combine rigorous analysis, global brand strategy experience, and a genuine love for brands.

I began my career in management consulting before joining Lippincott, the global reference in corporate brand strategy, 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. Beyond The Brandsider, I write fiction and take on limited consulting in hospitality, fashion, beauty, and luxury.

For consulting or collaborations: tamara@thebrandsider.com
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