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.
Marketing has a nepo baby problem
Marketing relies too heavily on recycled 'nepo baby' ideas. Break the cycle by embracing weird outsiders, prototyping over perfecting, and hiring for taste.
They love you, so why aren’t they buying?
When people love your brand but aren't buying, you have a consumer experience problem, not a marketing problem. Fix the disconnect between promise and reality.
Alright so, what’s next? Predictions for the rest 2025 (part deux)
Marketing predictions for 2025: McBling aesthetics, DIY content, AI ethics, and the merger of performance and brand marketing will define the rest of the year.
500 newsletters later--what we've learnt from 17 months of YAP-ping
Newsletter growth insights from 500 editions and 14k subscribers reveal the importance of owned audiences and valuable content over personal updates.
How faceless creators are eating influencers’ lunch
Faceless creators use AI tools to mass-produce content and outperform traditional influencers with performance-based metrics, earning $30-40k monthly.
It’s been 6 months - How are my 2025 marketing predictions holding up?
Mid-year review of 2025 marketing predictions shows AI personalization, community focus, and platform diversification trends proving accurate.
3 Branding lessons from the legacy of Anna Wintour
Anna Wintour's Vogue legacy offers key branding lessons: curate consistently, sell lifestyle over products, and build iconic brand codes.
Marketing while the world burns: how do you stay online when everything hurts?
Marketing professionals struggle to stay focused on content calendars and campaigns while navigating constant global crises and chaos.
Why Major Brands are Suddenly Acting like Underdogs
Major brands like Walmart and Heineken are adopting challenger strategies to disrupt categories and stay relevant in uncertain times.
Brand or performance? On TikTok, it’s both.
New data shows brand awareness directly improves performance efficiency on TikTok. Higher awareness means 43% better conversion rates, proving brand and performance work together.
Forgetting to invite the boomers: Does marketing have an ageism problem?
Marketing ignores older consumers despite their massive spending power. Ageism in digital strategy overlooks 70% of disposable income while chasing youth trends.
Why digital audio deserves a spot in your marketing mix (hear me out)
Digital audio advertising is making a comeback with unique advantages. It offers intimate attention, multitasking compatibility, and strong emotional connection potential.