Marketing buzzwords make the world go ‘round.

But how long can we milk them before they start losing all meaning?

If I hear the word ‘authenticity’ come from a brand’s playbook again, I may throw my laptop out the window. Once the darling of branding, the word has entered its flop era, leaving us all questioning what it even means anymore. So, what’s next for brands?

In today's newsletter:

• Ditch the buzzwords (here’s how your brand can actually keep it real)

• Now THAT’S a transformation (when and how did New Balance become so cool?)

• Trend plug - ‘Moai – La La La’

• Ask the Editor - How do I promote local businesses to my following?

-Sophie, Writer ♡

One thing about my cynical ass?

I love peeling back the layers of an overused marketing buzzword to expose what’s really going on.

Because lord knows there’s a heap of them.

And he also knows that when a dead horse is flogged, it’s still, well, dead.

And that’s why we’re currently experiencing what I’d like to call 'authenticity fatigue.'

Authenticity was once the holy grail of branding.

It was like a mass awakening. Brands dropped their polished exteriors. Influencers started posting makeup-free selfies.

And suddenly everyone was 'keeping it real' (read: scrambling to look relatable). A welcomed change, it was refreshing…until it wasn’t.

Fast-forward to 2024, and authenticity has become the pumpkin spice latte of marketing—overhyped, overused, and starting to lose its edge.

The question is: why? And what’s next for brands that still want to connect meaningfully with their audience?

[Keep reading]

-Sophie, Writer

From Dad to Bad B: How New Balance Became a Cultural Icon

New Balance, once synonymous with suburban dads mowing lawns in jorts, has managed one of the most remarkable brand transformations in recent memory.

This is the story of how the 'dad shoe' became the shoe—and what every marketer can learn from their journey.

Your dad’s fave shoe.

Before New Balance was gracing the feet of supermodels and sneakerheads, it was the go-to brand for comfort, functionality, and reliability.

The brand’s core audience? Middle-aged dads who valued arch support over aesthetic appeal. And you know what? It worked for them.

For literal decades, New Balance thrived in its lane, leaning into function over form while staying mostly off the radar of mainstream fashion.

But in a culture where trends change faster than you can say 'orthotics,' the dad shoe trope started to feel stale.

By the early 2010s, New Balance wasn’t just unfashionable—it was a meme, lumped into the same category as fanny packs and Crocs (pre-reinvention). For many brands, this would have been the kiss of death. But for New Balance, it was just the beginning of a new chapter.

[Keep reading]

-Sophie, Writer

Trend Plug - ‘Moai - La La La’

This upbeat EDM track from South Korean producer Moai has totally taken over TikTok, with more than 200k videos using it.

The song originally blew up on SoundCloud, but has now become the perfect soundtrack for fun dances and energetic montages. The most popular use? A simple three-move dance: pretend to play a keyboard, slick back your hair, and throw some fist pumps.

You’ll see people dancing to it with their friends but that shouldn't stop you from using it for fast-paced vlogs, montages, or creative project recaps. It’s perfect for anything fun and upbeat, whether you’re showing off teamwork, celebrating a win, or literally just vibing.

How you can jump on this trend:

With this sound, grab some friends and do the dance, or use the song as a background for a montage. Even if you’re not into dancing, this sound works great for showing off behind-the-scenes moments or quick creative highlights.

A few ideas to get you started:

• ‘When the team finally agrees on the pitch deck after 100 debates.’

• ‘When there are actually good snacks in the office for once.’

• ‘When you’re on the dance floor and the whole squad shows up.’

-Abdel, Social Media Coordinator

Today on the YAP podcast…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - I've got a decent Instagram audience and have started thinking about featuring a few local businesses in my content. Where do I even start? -Chris

Hey Chris!

I'd be curious to know whether you have particular brands in mind, and, if you do, why you're interested in those ones specifically. As you start thinking about brand partnerships, the most important thing is keeping your audience in mind.

You've put a lot into building up your audience, so the last thing you want to do is turn them off by taking on brand partnerships that won't resonate with them.

With that in mind, if you've got a few local brands that you think are a good fit, don't be shy! Just reach out to them, or better yet, go in person to make that face-to-face connection.

If there's a brand you really want to work with but you're struggling to get in touch with them, why not just make some content for them anyway? It could be the perfect way to get their attention! Even if it doesn't work, there may be other brands that take notice and get in touch.

- Charlotte, Editor ♡

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