Knowledge Bases

Wikipedia-like pages that track the founding story, major events and up-to-date financial statistics for leading consumer brands.

BuzzFeed Knowledge Base

BuzzFeed was founded in 2006 by Jonah Peretti as an experimental site that creates social media-shareable content. Loose Threads Knowledge Bases are Wikipedia-like pages that track the founding…

Goop Knowledge Base

Goop was founded as a free health and wellness email newsletter in 2008 by actress-turned-entrepreneur Gwyneth Paltrow. Loose Threads Knowledge Bases are Wikipedia-like pages that track the founding…

Glossier Knowledge Base

Glossier, a digitally-native, direct-to-consumer cosmetics brand, was founded online in 2014 by Emily Weiss. Loose Threads Knowledge Bases are Wikipedia-like pages that track the founding story,…

Playbooks

Actionable opportunities and questions that accompany each Insight Collection.

The Medium of Exchange Playbook: How to strike a virtuous cycle by integrating content and commerce


Today, both consumer brands and content publishers are fighting for captive audiences and working to adapt to a digital world. This Playbook provides actionable questions and directives for consumer brands to strike a virtuous cycle by integrating content and commerce. This report comes…

The Wild, Wild Wellness Playbook: How to minimize short-term gains for long-term survival in the wellness market


The brands capitalizing on the wellness opportunity are entering a category that is seeing rising affinity among shoppers, even if regulation is lacking. But as the wellness economy matures, the trends businesses latch onto today may shift, thereby diminishing their relevance. Just as…

The Fast or Frivolous 2018 Playbook: How to build a brand that stands the test of time


Even though the internet changed the landscape, the fundamental process of doing “good business” remains the same. Still, brands—particularly digitally-native ones—have struggled to grow sustainably in an atmosphere where, despite the seemingly endless venture capital, it’s harder than…

Special Reports

Bi-annual reports that explore an existential topic for the consumer economy.