πΒ What a queen can teach about authenticity Β π
AI Summary
Marketing Against the Grain newsletter highlights the Staples Queen, a Staples employee creating authentic behind-the-scenes TikTok videos that showcase lesser-known store services like custom mug printing and laminating. The newsletter emphasizes that the most effective brand content is coming from employees closest to the product rather than marketing departments, with authenticity being the key strategy.
Key Facts
Author Takes
Employee-generated content
The most effective brand content right now is not coming from the marketing department but from people closest to the product and customer
Contrarian Angle
Employee-Generated Content Over Marketing Department Content
Staples Queen creates authentic behind-the-scenes content while working, with the brand acting as a fan rather than controlling the narrative
Goes against traditional marketing department control - letting employees create unfiltered content while on the job
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