https://simplecast.com Ripples Ripples by Rival is the podcast where we discuss how microcultures are reshaping marketing strategies and driving real growth for brands worldwide. 2024 Ripples by Rival en Tue, 4 Mar 2025 13:00:00 +0000 Wed, 29 Apr 2026 11:48:09 +0000 https://ripples.simplecast.com Ripples https://image.simplecastcdn.com/images/fd710833-ae46-4459-a913-5c70ce7134ac/e494cc53-3b65-4ab0-bc3f-bf98cea74e7d/3000x3000/companybrand-20callout-20-5.jpg?aid=rss_feed https://ripples.simplecast.com episodic Ripples by Rival is the podcast where we discuss how microcultures are reshaping marketing strategies and driving real growth for brands worldwide. Lance Koenig, Cecelia Parrish false https://feeds.simplecast.com/CbllI2yp brand strategy, marketing, brand marketing, microculture, challenger brand, crocsw, cultural marketing, culture, growth hacker, growth marketing, strategy Viren Samani producer@wearerival.com 81986140-7acf-48fd-b561-a26cfd40bca6 How Papier Created a Cult Brand With Microcultures 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.

 

Mentioned in the show:

https://getawayredemption.com/

https://www.papier.com/collaborations/the-met/

Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.

Find Rival online at www.wearerival.com, LinkedIn. 

Find Lance on LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

 

]]> Tue, 4 Mar 2025 13:00:00 +0000 producer@wearerival.com (Holly Chapman, Cecelia Parrish, Lance Koenig) https://ripples.simplecast.com/episodes/how-papier-created-a-cult-brand-with-microcultures-SCtRcOE5 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.

 

Mentioned in the show:

https://getawayredemption.com/

https://www.papier.com/collaborations/the-met/

Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.

Find Rival online at www.wearerival.com, LinkedIn. 

Find Lance on LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

 

]]> How Papier Created a Cult Brand With Microcultures Holly Chapman, Cecelia Parrish, Lance Koenig 00:27:19 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. 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. journaling, gen z, keywords papier, wellness, analog trends, marketing strategies, community engagement, brand building, microcultures, creativity false full 7 ba5b8997-e1ce-4065-b755-c1559792e5ba Microcultures That Will Win in 2025 In this episode, Lance and Cecilia dive into the emerging microcultures of 2025 and how they’re set to reshape brand strategy. They explore key themes like escapism, rebellion, and sustainability, spotlighting communities such as astrology seekers craving guidance, fantasy enthusiasts creating immersive experiences, and sustainability advocates pushing brands for accountability. With trends like the nostalgic “Coastal Grandpa” vibe, the vibrant world of “Dopamine Designers,” and the edgy, mystical “Witch Baddies,” the conversation reveals how brands must understand these niche groups to stay relevant in a world where consumer values and identities are rapidly evolving.

Mentioned in the show: 

Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.

Find Rival online at www.wearerival.com, LinkedIn. 

Find Lance on LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

 

]]> Tue, 11 Feb 2025 13:00:00 +0000 producer@wearerival.com (Cecelia Parrish, Lance Koenig) https://ripples.simplecast.com/episodes/microcultures-that-will-win-in-2025-vXA1k9_n In this episode, Lance and Cecilia dive into the emerging microcultures of 2025 and how they’re set to reshape brand strategy. They explore key themes like escapism, rebellion, and sustainability, spotlighting communities such as astrology seekers craving guidance, fantasy enthusiasts creating immersive experiences, and sustainability advocates pushing brands for accountability. With trends like the nostalgic “Coastal Grandpa” vibe, the vibrant world of “Dopamine Designers,” and the edgy, mystical “Witch Baddies,” the conversation reveals how brands must understand these niche groups to stay relevant in a world where consumer values and identities are rapidly evolving.

Mentioned in the show: 

Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.

Find Rival online at www.wearerival.com, LinkedIn. 

Find Lance on LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

 

]]> Microcultures That Will Win in 2025 Cecelia Parrish, Lance Koenig 00:30:49 In this episode, Lance and Cecilia explore the anticipated microcultures of 2025, focusing on themes of escapism, rebellion, and sustainability. They discuss how these trends will influence consumer behavior and marketing strategies, highlighting specific communities such as astrology aficionados, fantasy enthusiasts, and sustainability stewards. The conversation emphasizes the importance of understanding these microcultures for businesses aiming to connect with consumers in a rapidly changing landscape. In this episode, Lance and Cecilia explore the anticipated microcultures of 2025, focusing on themes of escapism, rebellion, and sustainability. They discuss how these trends will influence consumer behavior and marketing strategies, highlighting specific communities such as astrology aficionados, fantasy enthusiasts, and sustainability stewards. The conversation emphasizes the importance of understanding these microcultures for businesses aiming to connect with consumers in a rapidly changing landscape. escapism, consumer behavior, 2025 trends, marketing insights, microcultures, rebellion, sustainability false full 6 ad79b94c-5d5f-4a28-824a-4f7dc71660bd Microcultures That Dominated 2024 In this episode of Ripples, hosts Lance and Cecelia dive into the microcultures that defined 2024, unpacking how microcultures like the Swifties, anime enthusiasts, Spicy Lit readers, Coastal Cowgirls, and Brat Girls shaped the year’s cultural and commercial landscape. From Taylor Swift's fandom generating an estimated $5 to $10 billion in economic impact to anime's shift from niche obsession to mainstream fashion staple, they reveal how these groups influenced everything from marketing strategies to product development. They explore how Spicy Lit, driven by passionate readers on social media, revolutionized publishing and boosted retail profits, while Coastal Cowgirls fused Western charm with coastal chic, redefining fashion aesthetics. Oh, and of course Brat girls got a mention. It's clear why understanding these microcultures is crucial for marketers moving into 2025. 

Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.

Find Rival online at www.wearerival.com, LinkedIn. 

Find Lance on LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

 

]]> Thu, 30 Jan 2025 17:39:17 +0000 producer@wearerival.com (Lance Koenig, Cecelia Parrish) https://ripples.simplecast.com/episodes/microcultures-that-dominated-2024-0qcsph3i-JK_M0vLF In this episode of Ripples, hosts Lance and Cecelia dive into the microcultures that defined 2024, unpacking how microcultures like the Swifties, anime enthusiasts, Spicy Lit readers, Coastal Cowgirls, and Brat Girls shaped the year’s cultural and commercial landscape. From Taylor Swift's fandom generating an estimated $5 to $10 billion in economic impact to anime's shift from niche obsession to mainstream fashion staple, they reveal how these groups influenced everything from marketing strategies to product development. They explore how Spicy Lit, driven by passionate readers on social media, revolutionized publishing and boosted retail profits, while Coastal Cowgirls fused Western charm with coastal chic, redefining fashion aesthetics. Oh, and of course Brat girls got a mention. It's clear why understanding these microcultures is crucial for marketers moving into 2025. 

Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.

Find Rival online at www.wearerival.com, LinkedIn. 

Find Lance on LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

 

]]> Microcultures That Dominated 2024 Lance Koenig, Cecelia Parrish 00:33:45 In this episode of Ripples, hosts Lance and Cecelia reflect on the significant microcultures that shaped 2024, exploring the impact of the Swifties, anime enthusiasts, Spicy Lit readers, Coastal Cowgirls, and Brat Girls on culture and commerce. They discuss how these communities influenced marketing strategies, consumer behavior, and the broader cultural landscape, while also speculating on what trends might emerge in 2025. In this episode of Ripples, hosts Lance and Cecelia reflect on the significant microcultures that shaped 2024, exploring the impact of the Swifties, anime enthusiasts, Spicy Lit readers, Coastal Cowgirls, and Brat Girls on culture and commerce. They discuss how these communities influenced marketing strategies, consumer behavior, and the broader cultural landscape, while also speculating on what trends might emerge in 2025. coastal cowgirls, consumer behavior, 2024 trends, marketing strategies, anime, spicy lit, cultural impact, swifties, brat girls, keywords microcultures false full 5 e4b91d6d-244c-4438-bbad-d1382272c704 Deep Dive: Dark Academia & Spicy Lit In this episode of Ripples by Rival, Lance, and Cecelia explore  another Deep Dive into two significant microcultures that go hand-in-hand: Spicy Lit and Dark Academia. They discuss how Spicy Lit is revitalizing the romance genre and revitalizing the whole of the physical book industry in its wake. Dark Academia is shaping fashion, culture, and viewing trends with hits like Netflix's Wednesday, being borne out of a passion for the microculture. The conversation highlights the passionate communities behind these microcultures and the opportunities they present for brands to connect with consumers through shared interests and escapism.

Chapters

00:00 Introduction to Microcultures

02:59 The Rise of Spicy Lit

05:52 Impact of Spicy Lit on the Literary World

08:48 Understanding the Spicy Lit Community

11:51 Brand Opportunities within Spicy Lit

14:56 Exploring Dark Academia

17:53 Dark Academia's Influence on Fashion and Culture

21:07 Conclusion and Future Insights

Mentioned in the show

Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.

Find Rival online at www.wearerival.com, LinkedIn. 

Find Lance on LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

 

]]> Mon, 18 Nov 2024 08:32:32 +0000 producer@wearerival.com (Cecelia Parrish, Lance Koenig) https://ripples.simplecast.com/episodes/deep-dive-dark-academia-spicy-lit-tUmbrLwN In this episode of Ripples by Rival, Lance, and Cecelia explore  another Deep Dive into two significant microcultures that go hand-in-hand: Spicy Lit and Dark Academia. They discuss how Spicy Lit is revitalizing the romance genre and revitalizing the whole of the physical book industry in its wake. Dark Academia is shaping fashion, culture, and viewing trends with hits like Netflix's Wednesday, being borne out of a passion for the microculture. The conversation highlights the passionate communities behind these microcultures and the opportunities they present for brands to connect with consumers through shared interests and escapism.

Chapters

00:00 Introduction to Microcultures

02:59 The Rise of Spicy Lit

05:52 Impact of Spicy Lit on the Literary World

08:48 Understanding the Spicy Lit Community

11:51 Brand Opportunities within Spicy Lit

14:56 Exploring Dark Academia

17:53 Dark Academia's Influence on Fashion and Culture

21:07 Conclusion and Future Insights

Mentioned in the show

Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.

Find Rival online at www.wearerival.com, LinkedIn. 

Find Lance on LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

 

]]> Deep Dive: Dark Academia & Spicy Lit Cecelia Parrish, Lance Koenig 00:18:47 In this episode of Ripples by Rival, Lance and Cecelia explore two significant microcultures: Spicy Lit and Dark Academia. They discuss how Spicy Lit is revitalizing the romance genre and influencing the literary world, while Dark Academia is shaping fashion and cultural trends. The conversation highlights the passionate communities behind these microcultures and the opportunities they present for brands to connect with consumers through shared interests and escapism. In this episode of Ripples by Rival, Lance and Cecelia explore two significant microcultures: Spicy Lit and Dark Academia. They discuss how Spicy Lit is revitalizing the romance genre and influencing the literary world, while Dark Academia is shaping fashion and cultural trends. The conversation highlights the passionate communities behind these microcultures and the opportunities they present for brands to connect with consumers through shared interests and escapism. dark academia, escapism, marketing, branding, cultural trends, spicy lit, brand building, challenger marketing, romance, literature, community, microcultures, brand strategy false full 3 36e19c70-1944-4472-91d6-0e7747271dd8 Deep Dive: Posh Pet Parents In today's episode, Lance & Cecelia are discussing one of their favorite microcultures to give you a full overview of one of the most important and prevalent microcultures: Posh Pet Parents. Listen to this episode if you want to learn exactly how brands are tapping into the growing culture around pets and what that means for consumers. 

Chapters

00:00 The Rise of Posh Pet Parents

05:21 Millennials: The Driving Force

11:05 Market Influence and Trends

16:23 Future Innovations in Pet Care

Mentioned in the show:

Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.

Find Rival online at www.wearerival.com, LinkedIn. 

Find Lance on LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

 

]]> Mon, 18 Nov 2024 08:18:27 +0000 producer@wearerival.com (Cecelia Parrish, Lance Koenig) https://ripples.simplecast.com/episodes/deep-dive-posh-pet-parents-Dj0UQV2_ In today's episode, Lance & Cecelia are discussing one of their favorite microcultures to give you a full overview of one of the most important and prevalent microcultures: Posh Pet Parents. Listen to this episode if you want to learn exactly how brands are tapping into the growing culture around pets and what that means for consumers. 

Chapters

00:00 The Rise of Posh Pet Parents

05:21 Millennials: The Driving Force

11:05 Market Influence and Trends

16:23 Future Innovations in Pet Care

Mentioned in the show:

Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.

Find Rival online at www.wearerival.com, LinkedIn. 

Find Lance on LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

 

]]> Deep Dive: Posh Pet Parents Cecelia Parrish, Lance Koenig 00:17:17 In this episode, Lance and Cecelia explore the emerging microculture of posh pet parents, discussing how pet ownership has evolved into a lifestyle choice that reflects personal identity. They delve into the cultural shifts driven by millennials, the significant spending on pets, and how this community influences market trends and innovations in pet care. The conversation highlights the emotional connection between pet parents and their pets, showcasing the lengths to which they go to ensure their furry companions are treated like family members. In this episode, Lance and Cecelia explore the emerging microculture of posh pet parents, discussing how pet ownership has evolved into a lifestyle choice that reflects personal identity. They delve into the cultural shifts driven by millennials, the significant spending on pets, and how this community influences market trends and innovations in pet care. The conversation highlights the emotional connection between pet parents and their pets, showcasing the lengths to which they go to ensure their furry companions are treated like family members. false full 2 071327a8-d738-4af0-bd60-9f680e5a57cc An introduction to microcultures Welcome to Ripples by Rival, a limited podcast series where we discuss the Rise of Microcultures, including why this is changing brand strategy and how brands can stay relevant for the next decade. This podcast sits alongside a huge amount of research and thinking we've done here at Rival to understand the face of challenger marketing and how brands cut through in the modern world. 

For more information please visit www.wearerival.com/microcultures

Chapters

00:00 Introduction to Microcultures

03:03 The Shift from Monoculture to Microcultures

05:52 Understanding Microcultures and Their Impact

08:59 Examples of Emerging Microcultures

12:00 The Role of Brands in Microcultures

15:02 Building Relevance Through Microcultures

18:03 Case Studies of Successful Brand Engagement

21:08 The Future of Marketing in a Microculture World

23:58 Conclusion and Key Takeaways

Mentioned in the show

 

Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.

Find Rival online at www.wearerival.com, LinkedIn. 

Find Lance on LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

 

]]> Mon, 18 Nov 2024 08:02:07 +0000 producer@wearerival.com (Lance Koenig, Cecelia Parrish) https://ripples.simplecast.com/episodes/an-introduction-to-microcultures-4Elm5VVc Welcome to Ripples by Rival, a limited podcast series where we discuss the Rise of Microcultures, including why this is changing brand strategy and how brands can stay relevant for the next decade. This podcast sits alongside a huge amount of research and thinking we've done here at Rival to understand the face of challenger marketing and how brands cut through in the modern world. 

For more information please visit www.wearerival.com/microcultures

Chapters

00:00 Introduction to Microcultures

03:03 The Shift from Monoculture to Microcultures

05:52 Understanding Microcultures and Their Impact

08:59 Examples of Emerging Microcultures

12:00 The Role of Brands in Microcultures

15:02 Building Relevance Through Microcultures

18:03 Case Studies of Successful Brand Engagement

21:08 The Future of Marketing in a Microculture World

23:58 Conclusion and Key Takeaways

Mentioned in the show

 

Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.

Find Rival online at www.wearerival.com, LinkedIn. 

Find Lance on LinkedIn

Find Cecelia on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

 

]]> An introduction to microcultures Lance Koenig, Cecelia Parrish 00:23:21 Welcome to Ripples by Rival. This podcast episode explores the concept of microcultures and their significance in modern marketing. Hosts Lance Koenig (CSO, Rival) and Cecelia Parrish (Principal, Rival) discuss the decline of traditional monoculture and how microcultures are reshaping consumer behavior and brand engagement. They provide examples of emerging microcultures, the role of brands in these communities, and case studies of successful brand strategies that leverage microcultures to build relevance and drive sales. The conversation emphasizes the importance of understanding and connecting with microcultures for brands to remain relevant in today's fast-paced market. Welcome to Ripples by Rival. This podcast episode explores the concept of microcultures and their significance in modern marketing. Hosts Lance Koenig (CSO, Rival) and Cecelia Parrish (Principal, Rival) discuss the decline of traditional monoculture and how microcultures are reshaping consumer behavior and brand engagement. They provide examples of emerging microcultures, the role of brands in these communities, and case studies of successful brand strategies that leverage microcultures to build relevance and drive sales. The conversation emphasizes the importance of understanding and connecting with microcultures for brands to remain relevant in today's fast-paced market. monoculture, relevance, cerulean, challenger m, challenger brands, consumer behavior, marketing, brands, cultural trends, culture, community engagement, rival, community, microcultures, millennials, brand strategy false full 1