The question I get asked most by brand leaders: What brands are doing well right
By Melissaburdick · November 6, 2026 · Curated by George's Blog
The question I get asked most by brand leaders: What brands are doing well right now? WHY?
Everyone wants to know which brands are winning, what they're doing differently, and importantly, how & what we can learn from them.
So Don “eCommerce” Brett and I asked the experts we interviewed for our CMO Playbook series: Aisha Khan (dentsu), Ajay Salpekar (TikTok Shop), and Jay Hunter (k2o) which brands stand out to them and why? Here's their list:
𝗠𝗲𝗱𝗶𝗰𝘂𝗯𝗲 | Aisha — Social-first from day one, leveraging organic content, affiliates, and rapid product innovation.
𝗜𝗟𝗜𝗔 | Aisha — Reinvented its acquisition strategy, leaning into organic social to drive cultural relevance.
𝗲.𝗹.𝗳. 𝗖𝗼𝘀𝗺𝗲𝘁𝗶𝗰𝘀 | Ajay & Aisha — Early platform adoption, continuous product innovation, and an ability to evolve with consumers.
𝗙𝗲𝗻𝘁𝘆 𝗕𝗲𝗮𝘂𝘁𝘆 | Ajay — Strong omnichannel results from TikTok Shop, including meaningful new-customer acquisition.
𝗙𝗶𝗿𝗲 𝗦𝗮𝗹𝘁 | Ajay — Founder-led storytelling paired with smart creator activation.
𝗦𝗵𝗮𝗿𝗸𝗡𝗶𝗻𝗷𝗮 | Don — Relentless product innovation and expansion into new categories.
𝗣𝗿𝗶𝗺𝗮𝗹 𝗤𝘂𝗲𝗲𝗻 | Jay — new upcomer with a strong Shopify conversion funnel and one of the best Meta game programs. They picked what works for them and execute it well.
𝗖𝗼𝗺𝗳𝗿𝘁 | Jay — One of the most "revolutionary clothing brands" that's come out recently, Best-in-class creator relationships and incredible community building.
𝗕𝗔𝗦𝗘𝗗 | Jay — The Best at organic social: entertaining social content that drives clicks and sells people into the brand.
I have to agree - these brands are doing it so well, and the results speak for themselves. So, which brands (or new product launches) are YOU watching, and why? Add them in the comments. Let's build a list to watch and learn from!