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/microculturesChapters00:00 Introduction to Microcultures03:03 The Shift from Monoculture to Microcultures05:52 Understanding Microcultures and Their Impact08:59 Examples of Emerging Microcultures12:00 The Role of Brands in Microcultures15:02 Building Relevance Through Microcultures18:03 Case Studies of Successful Brand Engagement21:08 The Future of Marketing in a Microculture World23:58 Conclusion and Key TakeawaysMentioned in the showDevil wears prada clip- Devil Wears Prada DeBeers-  diamonds are forever - https://www.debeersgroup.com/about-us/a-diamond-is-foreverTikTok - Witch Baddies - Cinnamon blowingHorse girl aesthetic - https://www.teenvogue.com/story/what-is-horse-girl-aestheticCrocs x Posh Pet ParentsMcDonalds - WcDonalds 
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 LinkedInFind Cecelia on LinkedIn.Say hi at [email protected], we’d love to hear from you. 

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