Finding Your Brand's Sub-Culture with Rebecca Coleman
b"Rebecca Coleman is the President of The Narrative Group and leads US operations for We Are Social. Her work is defined by the innovative approach of earned-led thinking, which has been used by brands including Mcdonald's, Harmless Harvest, and Universal Pictures. We discussed all of this and more this week on the On Brand podcast.\\n\\nAbout Rebecca Coleman\\nRebecca Coleman holds over 20 years of experience in building great relationships with clients and even better campaigns for their brands. Currently, she is President at The Narrative Group, an award-winning creative agency that specializes in earned-led brand experiences for some of today\\u2019s biggest brands including McDonald\\u2019s, Harmless Harvest, and Universal Pictures. Previously, Rebecca founded Something Massive, a strategy-led advertising agency and production company with clients like Plum Organics, Oikos, and KIND.\\n\\nEpisode Highlights\\nNews about The Narrative Group. As we began the interview, Rebecca shared that her company, The Narrative Group, just merged with We Are Social\\u2014the world\\u2019s largest social media agency. \\u201cA bit part of what got their attention was our work on Minions \\u2026\\u201d\\nMaking Minions cool again. When client Illumination Entertainment and Universal Pictures came up with the strategy to make minions cool again, they worked with The Narrative Group to help take on the challenge.\\n\\u201cCulture has decentralized today,\\u201d Rebecca explained, noting the importance for brands of focusing on sub-cultures of their audiences and customers. \\u201cYou not only have to show up in the right places\\u2014you have to be connected with their interests in places like TikTok.\\u201d\\nWhat brand has made Rebecca smile recently? \\u201cLiquid Death! They made water from cans\\u2014which is better for the environment than bottles\\u2014look badass.\\u201d This was a very on-brand smile as it\\u2019s all about knowing their subcultures.\\nTo learn more,\\xa0check out the websites for The Narrative Group and We Are Social and connect with Rebecca on LinkedIn.\\n\\nAs We Wrap \\u2026\\n\\n\\nListen and subscribe\\xa0at\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Amazon/Audible,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn,\\xa0iHeart,\\xa0YouTube, and\\xa0RSS.\\n\\n\\nRate and review the show\\u2014If you like what you\\u2019re hearing, be sure to head over to\\xa0Apple Podcasts\\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\\n\\n\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nOn Brand is a part of the\\xa0Marketing Podcast Network.\\n\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices"