JSM CULTURE
Brand Playbook
Original JSM strategy analysis of sponsorship, activation design, fan and guest behavior, hospitality, creator/talent integration, cultural positioning and how brands turn attention into participation, memory and value. Brand Playbook is not a recap feed.
-
At Vaseline’s Trend Trade-In, the Thank-You Was the Point
At Flatiron Plaza, Vaseline traded underperforming body lotion for something bigger: thoughtful hospitality, full-size product trial, and a reason to return. JSM CULTURE reports from the media preview.
-
Vaseline Is Turning Body-Care Hype Into a Lotion Trade-In at Flatiron Plaza
A one-day November 7 pop-up lets visitors swap a disappointing body-care product for one of Vaseline’s new scented lotions while supplies last.
-
Brand Playbook: Aviator Nation Brings Its California Vintage Code to the NBA
Aviator Nation’s first NBA collection brings its lightning bolts, rainbow stripes and lived-in California aesthetic to six teams, including the New York Knicks.
-
Brand Playbook: Stranger Things Turns Manhattan Dining Into a 90-Minute Fan World
Netflix and Bucket Listers will open a 90-minute Stranger Things diner in Manhattan November 18, with themed food, photo moments and a $10 credit.
-
NYRR Turns Grand Central Into a Five-Borough Marathon Experience
A free four-day Vanderbilt Hall takeover turns the marathon route into an indoor track, borough-by-borough activations, history, music and practical race-week access.
-
Brand Playbook: Club CELSIUS Builds a Four-Day Marathon Weekend Clubhouse in Williamsburg
Club CELSIUS turns 64 Dobbin Street into a four-day New York City Marathon weekend hub, linking group runs, creator-led entertainment, race-day support and Medal Monday recovery.
-
Brand Playbook: BKCM Turns Its Park Slope Mansion Into a Music-Education Fundraiser
BKCM’s Nov. 5 House Party turns a Victorian mansion into a room-by-room music fundraiser, with Marcus Machado, Funkrust Brass Band, members of the Mingus Big Band and more.
-
Brand Playbook: Business Insider Turns The Long Play Into a Live Strategy Room
Ashley Graham, Carolyn Tisch Blodgett and Strauss Zelnick headline an October 29 PAC NYC program built around interviews, guided conversation and the business of staying power.
-
Brand Playbook: Black.Indie.Ignite Builds a 100-Creator Pipeline at Weeksville
Black.Indie.Ignite brings 100 Black filmmakers and creative technologists to Weeksville Heritage Center for a full day of labs, grants, meals and working connections.
-
Brand Playbook: Pret Builds a One-Night Club Around Its Subscription Relaunch
Pret’s Union Square shop becomes a three-hour club tonight, with a Frank Ape mural, espresso and matcha martinis, limited totes and a clear membership strategy.