The best ideas are when you’re like, “we can never do this, we’re going to get in big trouble, this is so wrong.” When you feel that, you’ve got to stay there. That’s where all the interesting stuff happens.
-Chris Beresford-Hill
&
Make sure you always feel like you’re doing something vaguely naughty.
-Jeff Goodby
This is how you push beyond the tried and true.
The imitation game.
The pack.
The goal isn’t the easy “no” that can be dismissed and forgotten.
But the “no” that opens a bunch of yeses that were nos before.
Sacred places are the first places to be destroyed by invaders and iconoclasts, for whom nothing is more offensive than the enemy’s gods.
…
For there are two broad approaches to building: the way of settlement, and the way of disruption.
…
the iconoclast seeks to replace old gods with new, to disenchant the landscape and to mark the place with signs of his defiance.
The playbook for disruptor / insurgent brands.
Find an enemy and replace one of its “gods” with your own.
Make your brand’s ritual a rebellion against settlement.
from The Face of God by Roger Scruton 📚
she found it hard to believe that all living things needed to speak.
Believe, said the bear. Whether you hear them or not, they need it like they need air to breathe.
We are a culture built on oral traditions.
This is why (early) social media took off and titled the axis of marketing and branding.
& why “community” is returning to buzzword status in the cycle
People want to speak.
Are you able to listen?
from The Bear by Andrew Krivak 📚
According to research
headlines featuring common words outperform those with complex phrasing when grabbing readers’ attention.
Outperform meaning higher CTRs and deeper content engagement.
using more common words, a simpler writing style, and more readable text led to more clicks.
Know your audience.
Use their language.
A little trend watching thanks the Gen Alpha’s digital behavior (even though generations are garbage)
the bigger the platform—so athletes, celebrities, big brands, TV commercials—they have less trust in those spokespeople and those formats
&
like their favorite brands to help them learn more about their interests.
(preferences being games and how to videos)
parents of Gen Alphas say their kids have a more mature understanding and knowledge of brands than they did at the same age.
Brand is becoming more important
via emarketer
YouTube Sees Brand Fans Move From Consumers Of Culture To Shaping It
Content creators are the new studios and the Gen Z entertainment paradigm is taking hold in the mainstream.
Spotify for Podcasters has introduced the ability for podcast audiences to leave comments on podcasts
Spotify adding a little YouTube-esque social-adjacent functionality to podcasts.
From the 2024 Women’s NCAA tournament reaching a peak of 24 million viewers at the final game, to the UK’s national Women’s Soccer League receiving a 17% boost in interest between 2023 and 2024 according to Nielsen, fandom for women’s sports is on the rise.