the newsletter, every issue.
Nine hundred and fifty editions of yap, sat in one place. One long read every friday morning. Always free.
Nine hundred and fifty issues.
The collapse of the brand-as-person era
The era of brands posting as personalities on social media is ending as audiences become hyper-literate to corporate tactics and AI automation flattens authentic culture.
Why brands are suddenly obsessed with running
Running has become a major brand opportunity as companies shift from spectator marketing to participation marketing, creating community-driven experiences.
We don’t own our culture anymore
Digital culture has become ephemeral and rented rather than owned, creating archival obsessions and forcing marketers to rethink permanence strategies.
Kim Kardashian and the business of being seen
Kim Kardashian built SKIMS into a billion-dollar shapewear brand by transforming public scrutiny into market research and redefining the industry around confidence.
I asked ChatGPT to predict what will happen in marketing in 2026. Here’s what I got.
ChatGPT predicts 10 marketing trends for 2026, including AI as baseline infrastructure, platform automation, and the continued dominance of short-form video.
The Great Unfollow: Why younger audiences are ditching influencers for micro-experts.
Younger audiences are ditching mega-influencers for micro-experts with 10K-100K followers who offer authentic expertise and stronger engagement rates.
The Prompt Gap: why the future belongs to people who know how to ask
The Prompt Gap creates a new divide between those who can effectively direct AI and those who can't. Better prompting requires clear thinking and leadership skills.
Why performative intelligence is the new wealth
Intelligence has become the new social currency, with people performing intellectual superiority online as traditional wealth markers become unattainable.
Is ragebaiting actually a good marketing strategy?
Brands like Hennessy and American Eagle are using controversial ragebaiting tactics to generate engagement and viral attention, despite negative consumer reactions.
How Zohran Mamdani just redefined political campaigning
Zohran Mamdani won NYC mayor race through authentic digital campaigning, using cinematic content and cultural fluency instead of traditional political tactics.
An honest survival guide for creators
Creator survival guide covering brutal competition, messy monetization, and burnout challenges. Less than 5% of creators make full-time income from content.
How Meta made Ray-Bans uncool
Meta's partnership with Ray-Ban transformed the iconic brand from cool rebellion symbol to surveillance concern, highlighting how brand partnerships can damage reputation.