Not Hot Take: Marketing shouldn’t feel like a meeting.

It should move you.

This week, Verity sits down with Henry Hayes – Head of Marketing @ Passionfruit and the comedic content machine reshaping how brands build attention, internally & externally.

Whether you know Henry from his LinkedIn comedy bits or his unconventional marketing strategies at Passionfruit, this conversation peels back the layers on what today’s brand teams really need to nail.

Think funny’s overdone, or simply isn’t for you? Think again.

Press play to hear:

• Brand vs. Performance? That’s Old News: Henry shares why separating the two is a risk in 2025 and beyond – and what should be done differently.

• Behind the ‘Comedy Content Machine’: From Stan parodies to ‘The Bear for Marketers’, Henry breaks down how he ideates – and why truth always trumps polish.

• Why Passionfruit Doesn’t Spend on Ads: And what their founder said that changed everything.

• How to Unlock Employee Creators: Why leadership’s job is to get out of the way, and let their teams build personal brands that fuel business growth.

• D2C Brands, You’re Still Playing It Too Safe: Henry names names, shares what works, and dissects why brands still treat Instagram like a shop window.

This one’s part tactical teardown, part creative permission slip.

Listen in. Rethink the rulebook. And maybe… be funnier.

Chapters:

00:00 – From Creator to Head of Marketing

05:10 – Building Advocacy Internally

10:20 – Marketing at the Speed of Culture

14:40 – Why Passionfruit Doesn’t Spend on Ads

20:15 – D2C Brands Are Still Playing It Safe

25:55 – Let Employees Create (Then Get Out of the Way)

31:25 – Comedy Is a Marketing Tactic

42:35 – You Are Not the Customer

Rate & review Building Brand Advocacy:

Apple Podcasts

Spotify

Connect with Henry:

On LinkedIn

On Instagram

On TikTok

Via Passionfruit’s LinkedIn