Engineering joy > selling stuff.

It’s really that simple. 

(But how do you do it?)

This week, Verity sits down with Content Creator, Social Strategist, and ‘Coldest Creative’ Founder, Joel Marlinarson. Together, they unpack the intersection where fashion, food, music, and culture collide online – and what smart brands are doing about it.

Joel’s built a platform decoding brand moves for his audience (over on @coldestjoel), while building for brands behind the scenes. He shares what’s working, what’s next, and what most brands are missing entirely.

Turn this on & up to learn how to…

• Brand Like a Musician: From Cowboy Carter to Brat, musicians are leading the experiential game. Joel breaks down why brands should start thinking more like them.

• Win with Small Joys: The "little treat" moment is more than a trend. Discover how food, feeling, and brand identity fuse to create Advocacy-ready experiences.

• Track What Actually Matters: Forget followers. Joel shares why repeat commenters and micro-engagements are the real signal of brand love.

• Build In-Jokes & Icons: Learn how obscure memes, emoji signals, and recurring brand language can create loyalty (and drive people to comment).

• Cast Wider: Gen Z doesn’t have to speak to Gen Z. From retail staff to over-50s creators, Joel shares how unexpected casting builds connection.

• Use EGC The Right Way: From ethics to execution, this is how to make employee content fair, diverse, and seriously effective.

From Loewe’s tomato hot air balloons to finding your own “Juno” moment, this chat covers what makes culture tick – and how brands can keep up.

Chapters

00:00 – Why Music Marketing Works Better Than Brand Campaigns

06:00 – Brat. Cowboy Carter. Juno: What Brands Can Learn

08:00 – Food as Feel-Good Branding

10:00 – In-Jokes, Emojis & Repeat Commenters: Signals of True Community

14:00 – Is Sass Out? Why Ryanair’s TOV Might Be Tired

20:00 – Doing EGC Right (& Fair)

26:00 – Weird But Works: The Best Brand Collabs

30:00 – Silver Economy & The Power of Over-50s Influencers

Rate & review Building Brand Advocacy:

🔗 Apple Podcasts

🔗 Spotify

Connect with Joel:

On TikTok

On Instagram

On LinkedIn