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- Your ATTN Please || Friday, 16 May
Your ATTN Please || Friday, 16 May
HBO ➡️ HBO Go ➡️ HBO Now ➡️ HBO Max ➡️ Max ➡️ HBO Max (again).
Warner Bros Discovery, please MAKE UP YOUR MIND. This week, the media company announced their latest rebrand of HBO’s streaming service, reverting its name to what it was previously—HBO Max. Acknowledging the ridiculousness of the walkback, the brand has flooded their own social channels with memes making fun of itself.
- Charlotte, Editor ♡
WHAT’S HAPPENING IN MARKETING TODAY?
HBO Max makes fun of itself, The future is niche & Drunk Elephant regrets targeting Gen Alpha
HBO Max rebrands, and then reverts.
First it was HBO, then it was HBO Go, then, HBO Now, then HBO Max, then it was just Max. And now it’s HBO Max again. They should call it “We Will Give You Whiplash Trying to Keep up With Our Rebrands.” I feel that’s more fitting. The decision to return to HBO Max was announced Wednesday by Warner Bro. Discovery during a presentation in New York.
You would expect the internet to take this and absolutely run with it. But the company seems to have beat us all to it, leaning into the ridiculousness of yet another rebrand, posting memes poking fun at their own expense. In one meme, three cartoon Supermen point at each other, a nod to the famous Spider-Man meme (because Superman, unlike Spider-Man, is owned by Warner Bros. Discovery.) LOL, we love to see it.
Discord and Substack say niche communities are the future of platform media.
It’s not like we haven’t been saying this for, like, ever (see this article and this one). But cool, we’ll listen to the Big Guys instead (just say you hate me.) According to the execs of both companies, the era of social media as broadcast has introduced a new genre of platform, where engagement is no longer built on viral videos, but through tight-knit communities. This new era has been ushered in by Discord and Substack.
“The biggest change we’re seeing is that community is the product,” said Discord VP of Sales Adam Bauer. “It’s not about follower counts anymore.” Both platforms have seen an insane amount of growth in recent years due to the rise of small, private (safe) spaces. Basically, people just like hanging out and chatting in little virtual living rooms. WHY IS THAT SO CUTE I’M CRYING. Anyway, get the full rundown here.
Drunk Elephant’s sales plunge by 65% in Q1 – showcasing the danger of relying on Gen Alpha consumer.
Awww, you mean selling ANTI-AGING to literal CHILDREN didn’t work out for you? Your association with “Sephora Tweens” wasn’t actually a flex and hurt your reputation? Maybe the earth is healing x
-Sophie, Writer
DEEP DIVE
10 steps to creating a personal brand that lasts
It used to be that having a personal brand meant picking a neutral colour palette, posting Canva quotes about your “Monday Grindset (iced latte not included),” and calling yourself a thought leader before breakfast.
But the game has changed. Audiences are smarter, the internet is louder, and the “girlboss” sheen has officially worn off to reveal burn out, recycled misquotes, and the bitter taste of a sh*tty matcha.
If you want to build a personal brand that isn't just another echo in the algorithm, you need more than a pretty grid and a mission statement. You need depth, direction, and let’s be honest, a bit of main character energy. So, here's how it's done:
1. Know why you’re here.
Your personal brand should be rooted in something real. Your values, your worldview, the weirdly specific thing you can’t stop talking about. People are no longer buying into polished personas. They want to follow people who stand for something. Not performatively, but consistently.
And no, “building community” doesn’t count if all you’re doing is trying to sell people stuff. Because you’re not community building. You’re just being a pain in the ass.
2. Your brand is a lens, not a costume.
We’re in the post-curation era. So your personal brand should feel like a filter, not a façade. A way of seeing the world, not just posing in front of it. So say something. Have a take. To be cringe is to be free, and far better than being forgettable anyway.
3. Supply more than just freaking vibes.
Your audience doesn’t just want “inspo.” They want entertainment, insight, or relevance. That could be memes. It could be hot takes. It could be a Google Sheet of your favourite resources. But the exchange rate for attention in 2025 is steep as hell, and if you’re not giving people something to think about, laugh at, or learn from, they’re not sticking around.
4. Nail your niche (even if you hate the word).
If you’re for everyone, you’re for no one, baby. Does that mean you have to lock yourself into a tight little corner of the internet? No. But it does mean you need a point of view. What space are you taking up? What gap are you filling? What conversation are you trying to start, or shift? Specificity is what makes you stick. So, stick.
5. Build a world, not a profile.
You’ve heard it. I’ve called it. We’ve entered the era of “worldbuilding” in branding, and that applies to personal, too. It’s not necessarily about what you do, but about what it feels like to follow you. Create something that people want to be part of, not just consume.
6. Show your face (but only if you want to).
There’s a big shift toward de-influencing and anti-hustle narratives, but that doesn’t mean disappearing. In fact, people want real connection more than ever. They’re just tired of being sold to. So show up, but do it with intention. Be the human behind the brand, not a walking CTA.
Also: the face reveal isn’t mandatory. There are plenty of faceless brands killing it right now. But whether it’s your voice, your writing, or your memes, let people know there’s a person behind the pixels.
7. Monetise without the ick.
Because it sure as hell can be icky, darling. However, it doesn’t have to feel gross if you're genuinely offering value. Want to launch a course, a Substack, a product line? Go for it. But build the relationship first. No one likes the person who slides into your DMs with a link 10 seconds after following you. Ew, be gone.
Ask yourself, would you buy this from you? If the answer’s yes, you’re probably on the right track.
8. Don’t chase platforms. Build a home.
TikTok might be hot today, but it could be gone tomorrow (just ask Vine.)
That’s why having somewhere you “own” is crucial. Think newsletter, podcast, website, close friends list, carrier pigeon network… anything that gives you a direct line to your people without the algorithm getting in the way. It’s not just about distribution. It’s about building something that lasts.
9. Growth is inevitable. Sell evolution, not consistency.
Personal brands are allowed to evolve. Actually, they should. You’re not a static product. You’re a person. Don’t be afraid to pivot, shift gears, rebrand, disappear and re-emerge with a new haircut and an entirely different offer. People don’t want you to stay the same. They want to grow alongside you!
10. Don’t brand yourself into a corner.
Your personal brand shouldn’t feel like a trap. If it’s boxing you in or making you feel icky, it’s time to change it. You don’t need to live up to the version of yourself you posted six months ago. Kill your darlings. Archive your content. Reinvent at will.
Your brand should work for you, not the other way around.
Mwah x
-Sophie, Writer
TREND PLUG
Rock that body
Where were you when the Black Eyed Peas dominated the airwaves in 2009?
(I could be found at their Auckland show, my first ever concert. The giant weed smoke cloud wafting over the crowd was seared into my 11-year-old brain.) ANYWAY. Of their several hits from that era, "Rock That Body" was arguably their catchiest. Despite its robotic pop/EDM sound and the music video's violent use of lens flares - all staples of the late 00's - the song has stood the test of time, as proven by the kids over on TikTok (many of whom weren't walking when it first dropped).
Multiple uses have been found for the song, from throwing it over POV, "day in the life" and "get ready with me" clips, to even simple dance videos! Used ironically, it also pairs well with clips of sh*t hitting the fan. From the highs of tasting your first strawberry matcha to the lows of losing your passport, it truly is a jack-of-all-trades kinda song.
How you can jump on this trend:
Film the video of your choice, and put this song over it. Add some OST to give context and you're good!
A few ideas to get you started:
A sped-up clip of your make-up and/or hair routine before going to work
POV: The meeting finishes early and you earn 15 minutes in the bathroom
When all your deadlines fall in the same week, so you only arrive at/leave work when it's dark
- Devin, Copywriter
FOR THE GROUP CHAT
😂Yap’s funniest home videos: Horse said “I’ll take that”
❤How wholesome: almost forgot this was the whole point
🎧Soooo tingly: ASMR Updo Ballroom Hairstyle
🍝What you should make for dinner tonight: Yummy garlic butter pasta
TODAY ON THE YAP PODCAST
Want even more “YAP”ing? Check out the full podcast here.
ASK THE EDITOR
How often should I be posting on Instagram? - Rachel
Hey Rachel!
If you want to use social media to grow your business or your personal brand, I suggest you post every day. The more you post, the faster you will grow your audience (and brand). I get that posting every day seems like a lot, but once you get momentum going, it will get easier. Once that happens, my biggest piece of advice would be to not stop. Because getting that initial momentum is the hardest part.
If your top priority isn't to grow as fast as possible, it's completely fine to post 2–3 times a week. But I wouldn't recommend posting less frequently than that! You want people to see you as much as they can. That's the only way you're going to get what you want out of posting.
- Charlotte, Editor ♡
p.s. You may find this article helpful: 3 Tips to Help You (finally) Start Posting Consistently
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