A 110-year-old thermos brand became a $800 million cultural movement in five years. Here's what the Stanley Cup phenomenon teaches every marketing team about branded merchandise, community, and the difference between a cup and a cultural object.

Taylor Swift's Eras Tour generated over $2 billion in ticket sales and nearly half a billion in merchandise. Here's what every marketing team can learn from the biggest branded merch phenomenon in modern history and how to apply it to your next merchandise order.