Where the Dogs Of Society Howl - Big Brand Money, Small Brand Permission

Where The Dogs Of Society Howl · Feb 12, 2026 · 1h 4m

Big brands have money.

Smaller brands have permission.

Money buys attention: end caps, ads, agencies, “research,” and enough impressions to brute-force awareness.

But money also drags baggage: committees, legal fear, legacy rules, and decisions engineered to offend nobody… which usually means forgettable.

Permission is what small brands get for free:

They can be specific. Weird. Loud. Human. Fast.

They can take a side, make a sharp promise, and actually sound like a person.

That’s an advantage.

😂 Jeff Litcofsky and I, along with Robert Cogan are going live with two guys who live in the…