I’m curious about how culture, wealth, and tech keep changing what “luxury” means. I run NEON NAVY, where I help businesses reach high-net-worth audiences. I’m also CMO at Viperium, where we’re redefining access to trading by giving new traders capital to start, scaling opportunities and designing the token economy that powers it all.These are my Field Notes and this is the place where I share the ride. Part work, part observation, part side-thoughts. From Milan, Dubai, or wherever I end up. Subscribe if you like sharp takes with a human edge.
Field Note 02: Partnership Season Is Open
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Hello everyone, Field Note 02, and for those who were paying attention to Field Note 01, you may have noticed the “every Friday” delivery promise has already gone to sh*t. This week, the thing that’s been living rent-free in my brain is brand partnerships. Firstly, because I had a killer conversation with a potential new client last week in Cyprus (more on that soon). Secondly, the internet’s been buzzing with some seriously slick collaborations that got my attention. As a luxury marketer, I see brand partnerships as one of the sharpest tools in the kit. They help brands and businesses connect with high-net-worth audiences, stretch marketing budgets, and spark the kind of cultural heat that gets the media talking. I’ve had the pleasure of building a few epic ones myself and it’s something I’m deeply passionate about continuing for the clients I work with. Here are two standout partnerships that hit the mark this week:🏁 F1 Paddock Club x Lewis Hamilton x Soho House also known as "House 44 at F1 Paddock Club"
🚗 Porsche x St. Regis at 24Hrs of Le Mans
If this kind of thing sparks your interest, hit reply and say hi! I'm always down to swap ideas on smart activations and partnerships. What I’m into right now:🎧 Podcast: The Gstaad Guy Podcast (For my US readers, the first 5 minutes of Ep. 4 with Will Welch, includes a lesson on how to pronounce "GStaad". You're welcome.)
Thanks for reading. Field Note 03 will land in your inbox soon-ish. P.S. Know someone who’d be into this? Hit forward, or they can subscribe right here. |
Zantelle van der Linde
I’m curious about how culture, wealth, and tech keep changing what “luxury” means. I run NEON NAVY, where I help businesses reach high-net-worth audiences. I’m also CMO at Viperium, where we’re redefining access to trading by giving new traders capital to start, scaling opportunities and designing the token economy that powers it all.These are my Field Notes and this is the place where I share the ride. Part work, part observation, part side-thoughts. From Milan, Dubai, or wherever I end up. Subscribe if you like sharp takes with a human edge.
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