Why I'm embracing a "bad" brand strategy

And why I think everyone else should, too.

If you’re just here for the recipes, you can scroll to the round-up, we have a lengthy letter today!

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Last week I had someone reply to my newsletter when I think they wanted to forward it (yes, I get your replies! I can get to most, but not all, and some are weirdly spam-foldered, but please keep them coming!)

Now, the gist of this email was that the replier was wondering how my new strategy of casual videos was going to perform, and you know, if it was putting my brand at detrimental risk.

First, I am flattered anyone thinks I have a brand AND that anyone thinks I have a strategy (my strategy is my birth chart), but I thought this email struck an interesting note of why humans-as-brands (ie., someone like me) and brand-as-brands (ie., Heinz Ketchup) are so inherently different, and should be treated as such.

Let me explain. The Media-Success-Formula is relatively simple:

Step 1 - Find a type of messaging or format that is relatively successful (for example, a certain type video, a certain brand activation, etc.)

Step 2 - Lean into that format, adjusting slightly each time so that while it is still familiar to your audience, it is new and different.

Step 3 - Continue to repeat, building off the success of the formula, and building brand awareness and audience size.

Step 4 - Pivot to a new message or format when the old one peters out (they all do, eventually) and repeat the process. This step tends to be the hardest, since the search for what is your next successful “format” requires a lot of risk. And trial! And error! And vulnerability. And looking stupid.

But brands that can master this cycle are the ones that have the staying power. At least in my mind.

Examples of this cycle in brands - Graza has found success with their brand collaborations and limited edition stunt product marketing, which you can see they did with this Dusen Dusen collab, countless other collabs, and again recently with their potato chips. I’d say they are still successful enough to be in Step 3 of the cycle, but Step 4 is on the horizon.

Examples of this cycle in humans-as-brands - Binging with Babish adopted the formula of recreating TV recipes in a very consistent format, and repeated until the pivot to “Basics with Babish,” and then later the pivot to expanding the brand to “Babish Culinary Universe,” which felt like the ultimate Step 4.

Examples of this cycle in _Snacks - I built my Instagram account on truly terrible sound-only videos, which I repeated weekly because audience demand was high. That growth eventually petered out, and I shifted to the format I use today. If you really pay attention to your creators, you might see where the small pivots happen.

That being said, it is very hard to abandon Step 3 of the cycle and move to Step 4. Sticking with a formula that “works” is very comfortable, and even when it stops fully working, there are moments and glimmers of success when one piece of work breaks through, which convinces the brand (human or otherwise), that the old strategy is the only strategy worth using. It’s the safest bet.

And a few months ago (I think you could sense it in this newsletter) I was in need of a Step 4, but was too tied to my strategy that “worked.” Yet, I was watching TikTok and seeing microinfluencers posting videos that had me captivated. Their numbers weren’t big, but their impact on me felt ten times as powerful as the videos I saw with massive reach. Plus, they were silly and fun. And I love both those things.

And that’s how I started sprinkling in some videos that weren’t hyper-produced. I made this one because I wanted to show you guys my wedding dress, and I made this one because this hot honey ranch by

Carina Wolff

slaps. It has been a nice break-up of my flow, and it has made my produced videos (that I still post, don’t worry!) ten times more fun. I needed a little variety.

The numbers aren’t great, so to any brand advisor, this might seem like a bad strategy. But I’d recommend it to anyone. Connection over curation is what I’m going to hang out with it for a bit.

Did I lose you? It’s ok if you’re bored. The good news is that my standard videos are still my focus, which means a ton of recipes this week!

The weekly round-up!

Saffron Orange Crumble - This was a labor of love, truly. I think it took me seven tests? But the balance of flavor is perfect. I’m very pleased with this one.

Breaded Chickpeas with Lemon Dill Dip - A snack, a side, or a full meal - these nutritional-yeast coated chickpeas are great in any format.

Caramelized Onion Farro with Caramelized Lemon Dressing - Quadruple caramelized! With a bright, creamy dressing, plus beans and feta to round it out to a full dinner.

Gin de Cassis Cocktail - boozy and sweet, but not *too* sweet. We add another low-ingredient cocktail to the list! PS, the shaker and glasses are Viski, and they are STUNNING. Code SNACKS15 for anything on their site!

Rutabaga “Fries” with Hot Honey Ranch - honestly, my new favorite way to eat rutabaga. But it also works with squash and potatoes, too!

And that’s it for this week! Thank you for listening to my marketing TED talk. Harvard, if you need an adjunct professor, you know where to find me.

I’ll see you next week, and have a wonderful Saturday!

Xoxo,

Strategy_Snacks