Write This Down: The Strategy That Took Papier From Beloved Stationary Brand To Cult Status Symbol ft. Holly Chapman

Episode notes

What is the secret sauce to launching a brand that stands out, in new markets & established ones? Connection. Creativity. Building Advocacy. Papier knows it. Their recipe for this is tried & tested. Forget counting followers - true Advocacy begins with real relationships with real people. The brands winning right now (and always) don’t just build audiences; they cultivate ecosystems of super fans, collaborators, and word-of-mouth champions. This week, Verity sits down with Holly Chapman (Head of Brand @ Papier) to uncover how she took the UK’s favourite stationary brand into the US market - and thrived. From hosting grassroots journaling events to tapping into partnerships with global names like The Met, Holly shares an unfiltered look at the power of two-way dialogue, authentic storytelling, and small but intentional community-building efforts. Grab your notebook. Find your pen. Make notes on… Building Ecosystems, Not Channels : Relying on one big marketing moment or a single channel isn’t enough to create lasting growth.

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