In this conversation, Lance Koenig and Cecilia Parrish are joined by their first guest, Holly Chapman, head of brand at Papier, to explore the concept of microcultures. Holly shares insights into how Papier has built a cult brand with Microcultures, including its design philosophy and the importance of storytelling. The discussion delves into the various creative communities that drive trends, the significance of authentic engagement, and the lessons learned from working with different communities. The conversation emphasizes the need for brands to add value to their communities and adapt their strategies based on market differences.
How do Microcultures shape the way brands connect with their audiences? In this episode of Ripples, Lance Koenig and Cecilia Parrish sit down with Holly Chapman, Head of Brand at Papier, to uncover the role of creative communities in building authentic engagement. Holly shares how Papier’s beautifully designed products go beyond stationery - they serve as tools for storytelling and self-expression. From the resurgence of journaling and pen pals to the influence of Gen-Z, this conversation explores why microcultures are essential for brand success. We dive into the importance of adding value to Microcultures, the role of creator partnerships, and how brands can measure true engagement. Whether you're a marketer, a brand builder, or just fascinated by the evolving landscape of Microcultures, this episode is packed with insights you won’t want to miss! Tune in now.
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