How You Build Brands Gen Z Actually Care About, Straight From The Strategists

Episode notes

This is about more than Gen Z. It’s about the way they’ve reshaped marketing for everyone . This week, Paul chats with Lara Stallbaum (CEO & Founder @ Twirl) and Rosie Donoghue (Digital Marketing Manager @ Umberto Giannini) LIVE from London’s Brand Advocacy Summit to unpack: How to speak Gen Z’s language without losing your brand. Why performance marketing isn’t enough anymore. The surprising way Gen Z are reshaping product and brand loyalty. And of course, the big one… How to build Advocacy with Gen Z consumers who’ll actually stick around. You’ll learn: What Umberto Giannini Found - Taking their products straight to students’ Freshers roadshows became unexpected research labs & Advocacy engines. Why Raw, Real Content (yes, even with pimple patches) Wins - Because when the vibe is honest, the message lands. Why Your Top Fans Might Already Be Creators - They’re on your CRM, they’re opening your emails, and they’re ready to create. You just haven’t activated them yet. When It’s Time To Rethink Brand Guidelines - Control doesn’t have to mean creative restriction, if you curate and brief smarter. Gen Z don’t just want something different. They want something real .

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