What do Phil Dunphy, Michael Scott & Regina George’s mom have in common?

They all think they’re soooo ‘with it’ when they‘re sooooo not.

And if you’re relying on a brand identity that has been set in stone for years, I hate to break it to you, but you might be out of touch, too. These days, brands need to be constantly evolving to keep up with culture—or risk getting left behind.

In today's newsletter:

• How to make sure your brand is never out of touch (hint: step awayyyy from the brand guidelines!)

• 4 Ways Heinz makes their product collabs totally irresistible (plus 3 ways you can do the same)

• Trend plug - Wow! I haven’t stubbed my toe for 5 months!

• Ask the Editor - Should I start an email newsletter for my client?

- Charlotte, Editor ♡

Let go of the idea of your brand as a static identity.

Honestly, the idea of a brand book as the ultimate blueprint of a brand’s identity feels about as modern as a flip phone.

Today, brands operate in a world that’s shifting at the speed of light, where cultural, societal, economic, and technological changes are happening faster than we can say 'consumer trends.'

Static identities just don’t cut it anymore.

You gotta be fluid, man.

Because consumers have evolved, too. They're inundated with a never-ending stream of brand touchpoints. Every ad, every tweet, every email contributes to their perception of who you are.

A static, one-dimensional narrative? Yesterday’s news.

But then, how the heck do we approach brand identity? Adweek says to think of it like a mosaic.

And it’s a beautiful way to look at the multidimensional nature of your brand.

Each interaction, every campaign, every product launch is a unique tile that forms a bigger, more intricate picture.

And just like a mosaic, a brand identity catches light differently depending on the perspective—adapting and resonating in real-time.

Here’s the thing, though. As the number of brand touchpoints multiplies, maintaining cohesion can feel like wrangling an octopus on MDMA.

So how do you keep your mosaic looking like a masterpiece instead of a hot mess?

[Keep reading]

-Sophie, Writer

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4 Ways Heinz Makes Their Product Collabs Totally Irresistible 

I think Heinz may have literally cracked the code on collabs.

The brand has made an art form out of turning simple condiments into cultural icons over the last few years.

Whether it’s tapping into viral Vodka pasta or daring us to try Chocolate Orange Mayo (not me, y’all have fun though), Heinz’s partnerships are a stroke of some very clever marketing plays, and testament to their ear on the ground of culture.

The best thing about Heinz collabs is that they aren’t gimmicky.

They’re deliberate, considered, and overall, feel like they just make sense.

It's like they almost give the sense of, 'Huh, how was this not a thing all along?'

Each collab feels fresh but distinctly Heinz, proving they know how to stay relevant without losing their signature flavour(s).

Here’s the thing: Heinz doesn’t take itself too seriously.

[Keep reading]

-Sophie, Writer

Trend Plug - Wow! I Haven’t Stubbed My Toe for 5 Months!

You know when you think things are on the up? Maybe you haven't had a parking ticket for a while; maybe your acne has gone away...

But then, life happens, and the situation changes. You get 6 parking tickets at once, or you get a pimple right before a date.

Well, if you want to share your bad experience with people, this trend is for you!

The full audio is, 'Wow, I haven't stubbed my toe for 5 months, I said with joy. I was then shot 57 times.' Creators are splitting it up, using OST text to describe an experience they're happy about with the first part of the audio, then using the second half to explain the negative thing that happened next.

Take my very favourite—the start of the video has a ginger cat looking cute with on-screen text saying, 'Wow, I haven't been to the beach in 5 months,' then the next shot is of the cat on the beach, looking so ready to get out of there.

Another example is, ''Wow, he's been snapping me back super fast,' then 'I was then left on delivered for 20 hours.'

So, how can you jump on this trend?

Think of a time you thought things were going well, but everything ended up falling apart. Film yourself lip-syncing to the viral sound and add some on-screen text explaining your situation!

A few ideas to get you started:

• 'Wow, I didn't get a parking ticket for 5 months, then I got 7 at once.'

• 'Wow, I finally started to trust my reverse camera, and then I crashed into a fence.'

• 'Wow, I didn't get a cold all winter. I got the worst case of the flu in spring.'

-Maggie, Copywriter

Today on the YAP podcast…

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

Ask the Editor

Q - One of our clients (an accountant) has a huge email database of past customers. Should we start a newsletter for her? - Benji

Hi Benji!

Well, there are a few things to think about before you decide to start a newsletter.

First, you shouldn't start a newsletter just for the sake of it. So ask yourself how this would benefit your client. Do they want to keep in touch with past clients? Share industry news? Sell new services? If you aren't sure, you need to spend some time thinking that through so you go in with a strategy to accomplish that goal.

Next, be honest about whether you have the resources. Even if you only do a weekly or monthly newsletter, you'll need to come up with content ideas, do the writing, design how it's going to look, collect images, etc. So ask yourself whether this is something you can realistically take on.

If you still want to go ahead, then you need to create a system for producing this newsletter. You will need a way to get what you need from your client, and you'll need to set time aside to create the content. Putting these things into place up-front will help you create a quality newsletter consistently.

- Charlotte, Editor ♡

p.s. When you're ready to find an email platform, I suggest you check out beehiiv*. Our team has found it super easy to use and their team is really helpful, too.

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