The Importance of Understanding Subculture

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Adidas is looking for the next big thing in pop culture. What are some of the best inspirations to look at? I think there's a lot of bad up there. So what does good look like? It changed my life that we have stacks of in the office that we send out to people was a book called The Tannings of America by Steve Stout.

Hustling since she was 15 and obsessed with pop culture from a young age, Charlotte Mair knew she wanted to create cool shit and tell great stories. So she built her own agency, The Fitting Room, that harnessed the power of subculture and creativity to drive brand loyalty.

Her personal motto? Create hype, demand, and legacy.

Charlotte opens up to Daniel about her unique take on marketing, including why she believes that hip-hop shapes everything and why understanding sub-communities is crucial to building brand strategy.

Plus, hear why she thinks taking risks is vital to great marketing (*spoiler alert* because perfect is really, really boring).

0:00 Intro/Background

3:35 Approach to Marketing

6:30 Launching a Brand

11:10 What Good Looks Like

16:20 Taking Risks

22:17 Favorite Past Campaigns

30:41 A Hill to Die On

32:55 Follow Us

Follow Charlotte:

Website: https://tfr.agency

LinkedIn: https://www.linkedin.com/in/charlotte-mair/

Follow Daniel:

Twitter: https://www.twitter.com/Dmurr68

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing

And thanks to our episode sponsor, Retention. What do brands like Warby Parker, Dr. Squatch, Vital Proteins, and Blendjet all have in common? Retention.com is their highest-performing ROAS channel by far. Visit Retention.com to book a demo today.

www.workweek.com/brand/the-marketing-millennials

Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit:

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