Brent Vartan approaches consumer investing by starting with deep human desires rather than demographics, then works backward to identify market segments, while emphasizing remarkability as a measurable leading indicator of brand value that he actively works to quantify beyond standard metrics. He combines his background as a brand strategist for companies like FedEx and Microsoft with his role as a venture investor at Bullish, sitting with founders both as a capital partner and hands-on collaborator on naming, narrative, and early campaigns under one roof. Brent Vartan approaches consumer investing by starting with deep human desires rather than demographics, then works backward to identify market segments, while emphasizing remarkability as a measurable leading indicator of brand value that he actively works to quantify beyond standard metrics. He combines his background as a brand strategist for companies like FedEx and Microsoft with his role as a venture investor at Bullish, sitting with founders both as a capital partner and hands-on collaborator on naming, narrative, and early campaigns under one roof.