In this episode, we explore the concept of "vibe tailing" with creative strategist Steve Rock, founder of Good Kids agency.
Steve breaks down how modern brands are shifting from product-focused marketing to audience-centered experiences, where making your audience the star becomes the ultimate competitive advantage.
Steve shares a fascinating case study of how a construction company created an exclusive VIP experience at a trade show that generated five years of business, illustrating that even the most "unsexy" industries can transform their approach. Discover why "intimacy is the new currency" in brand experiences and how challenger brands often understand this better than incumbents.
From building tribal identity to avoiding the pandering trap, this conversation provides concrete strategies for creating meaningful connections that transcend traditional marketing. Whether you're in retail, marketing, or brand development, Steve's insights will change how you think about audience engagement.
Show Notes
This is a long one guys - just under an hour. I honestly tried to edit it, but trust me when I say that Steve brings the goods - all killer and no filler. I recommend you settle in and get ready for a masterclass from a pro.
Key Topics & Timestamps:
[00:01:37] Definition of vibe tailing and the shift from transactional retail
[00:03:40] The construction company case study: transforming a trade show booth
[00:08:26] Results: 20x submissions and business secured for 5 years
[00:09:46] "Intimacy is the new currency" - shifting from product-first to people-first
[00:12:31] Making the audience the star vs. the brand as hero
[00:15:01] "The best branding doesn't make you say 'that's clever,' it makes you say 'that's me'"
[00:19:41] "The key to failure is trying to please everybody" - avoiding the pandering trap
[00:27:20] The importance of tribal identity in building brand communities
[00:29:30] How challenger brands understand this concept better than incumbents
[00:41:50] "Success is never owned, it's rented, and the rent is due every day"
About Steve Rock:
Steve is a creative strategist with 25 years of experience in the industry and 18 years running his agency, Good Kids. His client portfolio includes industry titans like Xbox and Nintendo, as well as challenger brands looking to disrupt their categories through culturally-driven experiences.
Resources Mentioned:
Byron Sharp's marketing principles - How Brands Grow
Seth Godin's Tribes
Simon Sinek's Start With Why
Brands discussed: Apple, Nike, New Balance, On Cloud
Connect with Steve:
Good Kids Agency https://www.goodkids.ca/
Steve Rock on LinkedIn https://www.linkedin.com/in/itssteverock/
Instagram: https://www.instagram.com/goodkids/
Next Episode:
Join us next week as we explore how to sell your brand story to high-net-worth individual buyers, building on many of the concepts covered in this conversation.
