Ever feel like you have the perfect marketing idea to pitch to your boss?

Only to be shut down because it’s too “new-age” or “experimental?”

Many legacy brands still rely heavily on old forms of marketing, including radio, print media and TV. But, if they want to adapt to the changing consumer landscape, they’ll have to learn to master the ways of the digital age. So here’s how to win them over…

In today's newsletter:

• How to convince your boss to try that Fun Little Marketing Idea of yours

• If a fake band can go viral, what does that say about music today?

• Trend plug - Don't you wanna judge me, just a little bit?

• Ask the Editor - How to get over FOP (fear of posting)

- Charlotte, Editor ♡

Legacy brands love to stick to what they know.

Print ads. Traditional media buys. Maybe an email newsletter (if they’re feeling adventurous).

But social media? Meme marketing? Engaging with trends in real-time? Many brands still see these as gimmicks rather than actual strategic tools.

And that’s the reason so many legacy brands are slowly losing relevance while newer, more agile brands eat their lunch.

But consumers today don’t just buy from brands; they engage with them.

The rise of digital culture has made marketing less about broadcasting messages and more about fostering relationships.

And legacy brands that refuse to adapt risk becoming invisible to younger audiences who live online.

Ignoring new-age marketing means missing out on real-time conversations, viral moments, and direct customer interactions that can drive long-term loyalty and sales.

If you’ve ever tried to pitch a fresh marketing idea to your boss—only to be met with a polite but firm “that’s not how we do things”—this one’s for you.

[Keep reading]

-Sophie, Writer

If a Fake Band Can Go Viral, What Does That Say About Music Today?

Poser is a band that doesn’t exist.

Well, it exists. But only in the way the industry often treats artists—as concepts, as marketing tools, as narratives waiting to be shaped.

Artist Reece Cox created the band as a project. Despite being entirely "fictional," Poser performs live, gives interviews, and builds its own mythos.

So, what then, makes them fictional, you ask?

Cox writes both the questions and answers.

The band, at its core, is a commentary on the music industry’s obsession with image over substance. And, frankly, it couldn’t be more timely.

The modern music landscape has me questioning if it’s even about music at all anymore. One would assume it’s more about the spectacle, the persona, the moment. It’s about crafting a story that’s marketable, clickable, and, ideally, viral.

Poser asks an unsettling question:

If someone can fabricate an entire band and still garner attention, how much of what we see in mainstream music is real?

[Keep reading]

-Sophie, Writer

Trend Plug - “Don't You Wanna Judge Me, Just a Little Bit?"

The best friends don't judge. We all know that, surely?

So we need to celebrate these types of friends whenever we can. And that's exactly what this trend lets you do!

From the earnest to the silly—this trending sound allows you to appreciate the people in your life who never judge.

The sound is a mash-up of an iconic scene from Sex and the City, when post-fight Carrie asks Samantha if she's judging her, to which she classily replies, "not my style".

How you can jump on this trend:

Start by finding someone who accepts you, warts and all, and go from there.

Think, the person who sits with you in public while you're in your full-on goth getup, or the friend who never worries about how much time passes between hangouts.

Then either film yourself doing the odd-embarrassing-interesting thing quoting the sound with on-screen text. Or film yourself with the person who never judges. Add POV text (liiiike, POV you get your shopping addiction from your mum).

Then add the sound and you're good to go!

Here are a few ideas to inspire you:

• POV us when we're running purely off caffeine again

• That one colleague that's always keen to get a snack from the dairy at lunch

• When you take ages to reply to internal emails, but your manager knows you're always onto it <3

-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'm just getting started on LinkedIn but I'm not confident in my writing skills. How can I get over being scared to post? - Jill

Hey Jill!

Honestly, I don't think that feeling of being scared to post ever fully goes away. The only advice I can give you is to just start somewhere.

We tend to think everyone is "looking at us" when we publish a post. But, in reality, your content is a tiny blip on someone's radar. No one is thinking about it the way you are.

So instead of waiting until you feel confident, write up a post about something you're learning right now and just hit "publish". Then the next day, do it again. Keep doing it until it doesn't feel quite so scary.

You'll notice that writing will get easier the more you do it. So stop waiting around to feel ready and just go for it.

- Charlotte, Editor ♡

For the group chat

😲WTF: Washington plane crash details 💔 
❤How wholesome: …and that’s okay
😊Soooo satisfying: nano tape stress ball
🍝What you should make for dinner tonight: Lazy beef kebab

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