Detonator

@bradsmith Hey @bradsmith! Yeah, that dude is a pretty unique talent. Worth a deeper dive, for sure.

@wearedetonator This is awesome guys

It's almost Friday. Need a jam to take you into the weekend? Have we got something for you. Crazy hats optional. youtu.be/2qUCyW7ewPs?si…

If your industry is "Corporate and Blue," maybe you should be "Rebellious and Red." Stop trying to be the "better" version of your competitor. Be the only version of you.

While Coke and Pepsi were "Safe," Liquid Death became "Dangerous." They don't make ads. They make entertainment. From "Greatest Hates" albums to punk-rock promos, they built a brand asset that people actually want to watch.

How do you create a $1.4B brand out of water? 💧 You don't follow the leader. You become their opposite. For decades, the "Word" in water was Purity. Every brand showed clear springs and yoga mats. Liquid Death looked at that and chose Rebellion.

It's Thursday, so how about some more new music? You might know "Rockit" by Herbie Hancock. But do you know "Hardrock?" Peak 1984. You're welcome. 😉 youtu.be/jJkyOvXM6ds?si…

If you're a fan of California Love, and who isn't, if we're being honest, you should check out the song that donated the groove. Here's your receipt, Mr. Cocker. youtu.be/ffklJc_vfuk?si…

The era of the passive viewer is over. Are you building a monologue or an experience? We share how branching-logic experiences actually move the needle in our latest Communiqué. Check it out: detonator.kit.com/posts/communiq…

• Engagement: Branching logic and shoppable layers lead to 3x-4x more time spent with your brand compared to linear video. (Source: Magna / "The Power of Choice"). Move past the "theater" model of marketing. Don't just tell them your brand story. Let them drive.

"Passive viewing" is just a polite term for "ignoring you while checking my phone." 📱 If you want to own mindshare in 2026, you have to stop making videos that people watch and start making videos that people do. 🧵

How about a little new music on a Thursday? We just caught these guys live in Wisconsin a few weeks ago. If you don't already know about Yellowjackets, you should. Enjoy! youtu.be/qi5eYPSw7vs?si…

Are you developing a pitch for VCs, investors, or accelerators? Have you considered upping your game with a video-enhanced pitch deck? We just helped a tech startup do precisely that. We created a concise and impactful 60-second pitch video for them that supplements their existing pitch deck letting potential investors get to know and trust the founders, understand why they created their product, and understand its future potential. 💰 Learn more here: wearedetonator.com/video-pitch-de…

We broke down how to read your retention data and fix the "Engagement Gap" in the latest Communiqué. Check it out here: detonator.kit.com/posts/communiq…

Video strategy isn't about getting the most eyeballs. It's about keeping the right eyeballs for the longest amount of time. If your retention curve looks like a cliff, it’s time to stop blaming the algorithm and start fixing your story.

We'd rather have 500 loyal fans than 50,000 "viewers." 📈 Most video reporting focuses on reach. But reach is just a handshake. If 49,000 people let go of your hand after two seconds, you haven't built a brand—you’ve just annoyed a lot of strangers. 🧵