Citi, Carlyle Partner Up to Lend And Invest in Fintech Startups

(via Bloomberg)

Citigroup and Carlyle Group have partnered to provide both debt and equity financing to fintech startups, particularly those involved in consumer lending and other asset-backed financial products. The collaboration allows the two firms to co-invest in early-stage companies and their financial assets, with Carlyle supplying private capital and Citi arranging public securitizations. This marks Citi’s third such partnership in 18 months as it expands into the $5.2 trillion asset-backed finance market.

Brand Insights → This partnership helps Citigroup refresh its image from a traditional bank to a forward-thinking player in the fast-growing fintech space. By teaming up with Carlyle to fund and support startups, Citi shows it's not just reacting to change—it’s shaping the future of finance. Strategically, the move taps into the cultural moment where trust in big banks is low but interest in innovative financial tools is high. The story positions Citi as a bridge between legacy finance and next-gen solutions, using collaboration as a key narrative device.

Snapchat rolls out a new $8.99 Lens+ subscription tier

(via TechCrunch)

Snapchat has launched a new $8.99/month Lens+ subscription tier that offers exclusive Lenses and AR experiences, in addition to features from the existing $3.99 Snapchat+ plan. The company plans to regularly release new AR tools, including AI video Lenses, and will allow select creators to monetize their exclusive Lenses. This move supports Snap’s strategy to boost revenue through subscriptions, following a reported 14% year-over-year revenue increase in Q1 2025.

Brand Insights → Snapchat’s new Lens+ tier is a smart brand move that pushes it deeper into the world of AR while giving users and creators more ways to engage—and spend. By spotlighting exclusive, evolving experiences like AI video Lenses, Snapchat positions itself as a leader in playful, cutting-edge tech. Culturally, it taps into Gen Z’s love for self-expression and creator tools, while the creator monetization angle tells a story of shared growth. It shifts public perception from social app to immersive, creator-powered platform.

Starbucks just developed an ingenious way to add 15 grams of protein to almost any drink 

(via Fast Company)

Starbucks has introduced a new Protein Cold Foam that adds 15–18 grams of protein to drinks without altering taste or texture. This innovation taps into rising consumer demand for protein-rich options and aims to reframe Starbucks beverages as more meal-like. It comes as the company works to counter slowing sales and increase ticket size by offering more functional, on-trend menu items.

Brand Insights → Starbucks' Protein Cold Foam is a smart brand move that responds to today’s health-conscious culture. By turning a popular indulgence into a high-protein option, Starbucks positions itself as more than a coffee stop, it’s becoming part of people’s daily nutrition routine. Strategically, it rides the wave of “proteinization,” aligning with trends while quietly addressing declining sales. The storytelling is subtle but effective: familiar foam, same great taste, now with a hidden benefit. It refreshes Starbucks’ image as both innovative and in tune with evolving customer habits.

YouTube

YouTube is the Brand of the Week because it just proved how much impact the creator economy can have, not just culturally, but economically. In a new report, YouTube revealed that its creative ecosystem added over $55 billion to the U.S. GDP in 2024 and supported more than 490,000 full-time jobs. And it’s not just YouTubers themselves, this includes editors, managers, publicists, and companies like Patreon or Linktree that help creators thrive. That’s a big leap from 2022, when those numbers were $35 billion and 390,000 jobs.

This moment matters because YouTube is using real data to tell a bigger story: that content creation isn’t just a hobby, it’s a serious, growing industry. While platforms like TikTok still struggle to pay creators consistently, YouTube offers one of the most reliable ways to earn money online. The timing is smart too. As U.S. lawmakers start recognizing the creator economy’s influence, YouTube is positioning itself as the backbone of that ecosystem. This strategy builds trust with the public, creators, and even policymakers. It’s a masterclass in brand storytelling, shifting perception from video platform to economic powerhouse, and proving that YouTube is still the most stable, creator-friendly brand in a constantly evolving digital world.

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