"The anonymous account People Brands and Things has built a devoted online community obsessed with brand culture through its Instagram and Substack. Now, they've created a collectible physical product - and it's the first of its kind. In 2025, the lines between culture, creativity and consumer behavior have never been blurrier or more exciting. The rise of People Brands And Things (PBT), the platform that's become a cult favorite among founders, marketers and fans alike,"
"The account's first physical product launch - PBTrading Cards, co-created with 29 of the buzziest brands in the consumer world - is a case study in what it means to not just consume a brand, but root for it. It's a new mindset for an industry where hype, drop culture, and brand loyalty increasingly mirror the emotional highs of sports fandom."
An anonymous account named People Brands And Things built a devoted online community focused on brand culture via Instagram and Substack. The account launched PBTrading Cards, a collectible physical product co-created with 29 buzzy consumer brands. The launch exemplifies a shift toward brand fandom, where hype, drop culture, and loyalty mirror the emotional dynamics of sports fandom. Substack functions as a platform for founders to surface as influencers and deepen brand–fan relationships. The anonymous founder discussed the launch, its inspiration, and what the drop signals about consumer and brand behavior in 2025, including the move from passive consumption to active rooting for brands.
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