Emma’s Substack

Your Name is Your Franchise

What I learned about personal branding from a film set in Palermo.

May 29 • Emma

A detour.

Oversharing is also part of my identity.

May 11 • Emma

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April 2026

January 2026

Money Doesn't Buy Happiness

(But It Buys Something Better)

Jan 21 • Emma

December 2025

The Death of the Influencer: My 2026 Predictions for Creators, Brands and Culture

Everyone looks the same, sounds the same, and why that's about to change

Dec 30, 2025 • Emma

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Vogue Says Boyfriends Are Embarrassing. They're Missing the Point.

The real status symbol isn't being single – it's the ring

Dec 19, 2025 • Emma

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Why Every Rich Person on TV is Crying in a Infinity Pool

The deliberate rebrand of wealth in modern television (and what it means for culture)

Dec 15, 2025 • Emma

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November 2025

I’d Rather Build Worlds Than Chase Views

Read till the end for a special invite

Nov 7, 2025 • Emma

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September 2025

The Building Phase

This chapter is a lonely one.

Sep 18, 2025 • Emma

How to Scale: The KJ Apa Masterclass

(Why "Mr Fantasy" Is Brilliant Brand Strategy)

Sep 10, 2025 • Emma

August 2025

How to Scale: The Bad Bunny Strategy

(or why going smaller can make you bigger)

Aug 21, 2025 • Emma

My superpower

Hint: AI will never be able to replicate this

Aug 11, 2025 • Emma