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The Internet Tried to Exile Pitbull. He Went.
What a 2012 Walmart prank teaches us about the moment an audience stops following your campaign and starts authoring it.
12 hrs ago
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Christian Jacobsen
1
From Target to Tribe
Getting clear on commonly used language.
Jul 13
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Christian Jacobsen
1
1
Borrowed Magic and Beautiful Nonsense
The last stop in our long tour of sports rituals, where the crowd stops watching and becomes part of the story.
Jul 8
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Christian Jacobsen
1
June 2026
Becoming the Boat
Inside the World Cup's Most Powerful New Ritual
Jun 29
1
1
Placing Yourself in the Match
Ritual is how a body crosses from preparing to participating, on the field and well past it.
Jun 22
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Christian Jacobsen
2
The Beard Nobody Built
A rally beard is a ritual no one designed and no one owns.
Jun 10
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Christian Jacobsen
1
Framework: Tiers of Repetition
Three Things That Look the Same
Jun 8
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Christian Jacobsen
1
Brands Don't Build Rituals
For a while now, this series has been circling the concept of ritual from different angles.
Jun 2
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Christian Jacobsen
1
May 2026
Not Every Return Is The Same
In Rituals Beat Reach, I made the case for ritual as the most valuable position a brand can hold in the era of infinite reach.
May 27
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Christian Jacobsen
1
1
1
Rituals Beat Reach
Most mornings, before I do anything else, I make my coffee.
May 19
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Christian Jacobsen
1
Framework: Participation Morphology
Last week’s essay on the shapes of participation pulled more threads than I expected, so I spent the weekend going deeper.
May 17
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Christian Jacobsen
1
The Shapes of Participation
A few months ago, I went down a research rabbit hole on shapes in the natural world.
May 11
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Christian Jacobsen
1
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