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Nine hundred and fifty editions of yap, sat in one place. One long read every friday morning. Always free.
Nine hundred and fifty issues.
Conquering the murky middle: How incrementality can help you win where it’s hardest to measure
The murky middle of the funnel is where customers wander between awareness and decision. Incrementality testing helps identify what actually moves people forward.
What is incrementality and why does it matter?
Incrementality measures what marketing truly caused vs. what would have happened anyway. Unlike ROAS, it reveals actual impact and prevents 10-30% budget waste.
The art of personalising your creative work
Interview with videographer Ollie Madsen about personalizing creative work. Covers balancing client briefs with personal vision and developing creative skills.
Everyone’s building a GPT - Should your brand get one, too?
Explores when brands should build custom GPTs and chatbots. Provides framework for determining if AI assistants add real value or are just marketing gimmicks.
Marketing in the age of digital minimalism: How to show up without selling out
Discusses how to market effectively to audiences embracing digital minimalism. Offers strategies for meaningful engagement without overwhelming consumers.
AI fluency is non-negotiable (so train your damn team)
AI literacy is now essential for all marketers, not just tech teams. CMO roles are evolving to include AI strategy as marketing operations become increasingly automated.
Why Boomers trust Band-Aid & Gen Z trusts YouTube
Brand trust varies dramatically by generation. Boomers trust functional brands like Band-Aid while Gen Z trusts digital platforms like YouTube and Google.
Brands are not your therapist (so why are they trying to be?)
Brands are adopting therapy-speak and emotional marketing tactics to connect with Gen Z audiences. This shift from traditional advertising to healing-focused messaging can feel manipulative.
The new ROI: return on involvement?
Argues for measuring 'Return on Involvement' instead of traditional reach metrics. Focus on active participation over passive impressions.
How to make content that keeps up with culture – not just trends
Interview with Sophie Randell on creating content rooted in culture rather than fleeting trends. Focus on authentic voice and audience connection.
This one goes out to my baby creatives: you’re not behind, you’re just starting
Encouraging message for new creative graduates struggling with entry-level job requirements. Emphasizes building spec work and creative portfolios.
Two opposing forces: A brand strategy stage play by YAP
Modern marketing requires balancing opposing forces: chaos vs clarity, community vs individualism. Great brands use tension strategically rather than avoiding it.