"Then that's it. It's been an honor."
— Admiral William Adama, Battlestar Galactica
Adama stands at the helm of a wounded Galactica. The old ship groans. The lights flicker. The crew looks up at him like children awaiting a final bedtime story. Outside the hull, deep space stretches silent and cruel.
Then—
Missiles.
Two.
Swoooosh. Swoooosh.
Then five more.
Swoooosh. Swoooosh. Swoooosh. Swoooosh. Swoooosh.
Three Cylon basestars, armed to the teeth, are circling like American Express debt collectors who smell blood.
And just when you think it’s all over…
💥💥💥💥💥💥
💥💥💥💥💥
💥💥💥💥
💥💥💥
💥💥
💥
Pegasus jumps into frame—guns blazing, no warning, just sheer cinematic mightiness. Led by Lee Adama, the admiral’s son, she blasts a basestar to smithereens and radios in like it’s just another Thursday:
“Galactica, Pegasus. Let us take some of this work off your hands. Get your FTL up and ready—we’ll take care of the rest.”
I got goosebumps.
⌛ Personal Confession
I’m a sci-fi nut.
Always have been.
Doesn’t matter what it is—androids trying to feel human, dusty space westerns, philosophical A.I taking over the world's surveillance —if the story’s good, I’m locked in.
Right now, I’m deep in Person of Interest, Season 4. The only show where every female character looks like a Bond villainess or a runway model disguised as a government agent.
Even Control? Listen… Beauty is in the eye of the beholder - give me two Old Fashioneds, the right lighting, and a well funded steakhouse gift card —and I’m texting her "plans Sat?"
Sidebar: the perfect Old Fashioned =
- brown sugar cube
- three dashes Angostura
- orange peel
- fat cube of ice
- stir 25 Mississippis
- Decent bourbon. Over 100 proof. I prefer Wild Turkey 101.
Anyways, Sci-Fi watching isn't just leisure time for me. Even when I’m zoning out on my sectional to explosions and dramatic speeches, my brain’s still playing Brand Strategist quietly.
It doesn't turn off. Ever.
📦 Artifact of the Week:
Have you seen the new 35mm IWC Ingenieur?
It’s a subtle flex. A smaller, cuter, do everything watch. Elegant without being flashy. Perfect for people with—let’s just say—small wrists and tastefully broad interests.
IWC, long known for pilot watches, has recently planted itself deep inside F1 racing culture. Not only have they collaborated with the Mercedes F1 team, but they’re also the title sponsor of the fictional team in the new Formula One movie dropping this summer.
Lets put our branding hat on and let that sink in.
IWC didn’t try to build a new subculture.
They joined one.
They didn’t invent racing cool—they borrowed its social equity and slid right into the heart of it like the Pegasus in a blaze of glory.
One of my favorite marketing truths comes from Marcus Collins:
“There’s no external force more influential to human behavior than culture. Brands who understand this use the power of culture to influence behavior. Brands who don’t are influenced by brands who do.”
IWC isn’t screaming “LOOK AT ME!” to everyone.
They’re whispering “We belong to these people -> 👰🏻 👮🏼♀️ 🕵🏽♂️ 👷🏾♂️ 👨🏿🦳”
And in that quiet community lies influence.
When they entered the F1 scene, they didn’t show up with a megaphone. They showed up with presence—collaborations, storytelling, consistency, class. And that gave F1 enthusiasts a way to say “I’m one of them.”
That’s not marketing.
That’s social intelligence and empathy.
That's belonging.
🤝 Your Turn: Go channel your inner Steve Irwin and watch your fav brands in the wild
How do they behave in culture?
- Which communities do they occupy?
- Are they adding value or leeching attention?
- Do they act like participants or tourists?
- How do they earn trust?
- How do they make people say “this is us”?
Then report back.
Seriously—reply to this email. Leave a comment. Share a moment when a brand positioned itself so well, you felt it.
Let’s study the field together.
After all, the best brands don’t broadcast.
They signal.
And the best signalers?
They show up like Pegasus—unexpected, aligned, and unforgettable.
Till next conversation,
— Alexander Dolly
Founder, Blaak Museum
🚀 Chase Wonder. Make Soul. 🧸