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Millennials’ and Gen Z’s spending power is closing in on $20 TRILLION.

And what these consumers want is changing the advertising landscape.

These conscious consumers aren’t swayed by flashy logos and meaningless rebrands. They’re looking for culturally relevant brands that bring something new to the table. Today, find out how to be a brand that does just that.

In today's newsletter:

• Thinking about rebranding in 2025? Read this first. (find out what will make a REAL difference—because it’s not a new logo & tagline)

• Why Pokémon is a brand that will never go away (check out this brand’s secret to always staying relevant)

• Trend plug - You are such a gift

• Ask the Editor - I’m a time-poor solopreneur. How do I make time to post content?

- Charlotte, Editor ♡

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I’m sorry to break it to you, but if you think a rebrand is your saving grace, I’ve got news for you.

In the wild west of modern marketing, a shiny new logo or tagline is like slapping a fresh coat of paint on a crumbling house.

I mean yeah, it will look good for a hot second. But it won’t hold up when the winds of cultural change start blowing.

The hard truth? Rebrands are no longer enough to keep big brands on top. Consumers demand more than just cute packaging and a basic logo—they want big ideas that mean something.

Rebranding should be a tool, not the whole damn strategy.

Back in the day, a bold rebrand could really shake the table. Now? It’s barely worth a TikTok scroll unless you’re bringing something deeper to the party. The issue is simple: today’s audiences are over it.

A whopping 66% of consumers actively avoid ads that feel out of touch or fake.

Tropicana’s 2009 redesign flop is the ultimate cautionary tale—a modernised carton that tanked $20 million in sales. It’s a stark reminder that without substance, 'style' is useless.

Other brands, like Pokémon and LEGO, have famously thrived by staying true to their core identity.

Instead of overhauling themselves into oblivion, they’ve collaborated with cultural giants and expanded their offering in a way that feels authentic to the brand.

The lesson? If you’re relying on a rebrand alone, you’re already losing.

[Keep reading]

-Sophie, Writer

Why Pokémon is a Brand That Will Never Go Away

My coworker recently convinced me (and by convinced, I mean stood over my desk until it was visibly up and running on my phone) to download the latest Pokémon trading card app. 

Not expecting much, I was overwhelmed at the flood of nostalgia (and serotonin) it provided.

It transported me back to a teeny tiny 5-year-old Soph, relentlessly watching Pokémon: The First Movie until the tape literally broke.

Everything about the world, from the series to the games to the cards to the squishy little face of Pikachu, had me enamoured.

And it made me realise, Pokémon has been by my side for longer than some of my friends. It’s enough to make a girl a little emosh tbh.

And while this just sounds like a nerdy girl professing her love for some trading card game of the 90s (it is):

It’s also an analysis on the staying power of a brand who has managed to remain relevant for nearly three decades without ever drastically changing its identity.

And like, that’s something worth mentioning, ya know.

Because it’s 2024, and Pokémon is still thriving – actually, I think Pokémon might outlive us all.

From Pokémon GO to plush Pikachus, the franchise has done more than survive. It has dominated.

[Keep reading]

-Sophie, Writer

Trend Plug - You Are Such a Gift

The internet has had quite a lot to say about the press tour leading up to the Wicked movie's release.

And, with that commentary has come quite a bit of trend fodder (lucky us!). Today's trend comes from an interview clip featuring Ariana Grande and Cynthia Erivo.

At the end of the interview, the PinkNews reporter confessed this was her first junket. And this inspired the actresses to begin showering the interviewer with praise.

Talking over each other, the stars replied, 'You have been the light of the day. You are such a gift. You brought such light into the room...'

And now, this has become a trending sound used to describe situations where someone is affirming someone else, but kinda overdoing it. Like, 'the recruiter and hiring manager right before rejecting me' or 'how i expect people to react when i tell them i'm a writer.'

How to jump on this trend:

Grab the Capcut greenscreen template here. Think of a scenario where someone might give you maaaybe a bit too much encouragement. This is your OST. Easy!

A few OST ideas to get you started:

• How I expect my client to react when I meet a tight deadline

• My millennial manager right before giving me some 'constructive criticism'

• Me, to myself in the mirror, after a tough day at the office

- Charlotte, Editor ♡

Today on the YAP podcast…

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

Ask the Editor

Q - I'm a solopreneur and a mum so don't have a lot of time to make content. How do I find time to post consistently? - Kristen

Hey Kristen!

If you're finding you don't have a lot of time to create content, I'm guessing the real problem is you don't have a solid idea. So each time you need to write a post or make a video, you're starting from square one. Of course you're going to have a hard time, because you're overthinking every little element of each piece of content.

Let's be honest--if you're spending more than 20–30 minutes a day on your content, you're probably not going to stick with it. My advice is to spend some time working out the big idea of what your content is always going to be about. This article will help you get started in coming up with what that big idea is.

Then, when it comes to creating a piece of content, you don't have to come up with a totally new idea. Instead, you're just working off the idea you've already fleshed out. That should mean it’s pretty easy to stay consistent because it doesn’t require too much thought or time.

- Charlotte, Editor ♡

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