Building a slow brand in a world that rewards fast | Grace Taylor, CMO @ Unplugged

Grace Taylor didn't start in marketing. She started in law.And somehow, that might be exactly why she's one of the most interesting brand builders working right now.Grace is the CMO of Unplugged. The brand that exists to take you off your phone. Built almost entirely on the most addictive platforms on earth.We talk about that contradiction. A lot.But we also talk about what it actually takes to build a slow brand in a fast world. How to say no to the things most brands say yes to automatically. What authenticity actually means when everyone is claiming it. And why over optimising your wellness brand might be the most ironic thing you can do.Grace is funny. Honest. And has a point of view that most CMOs would never say out loud.| Topics include:🟡 How Grace ended up at Unplugged and what she had to unlearn from traditional marketing to do the job well🟡 What it actually feels like to market an offline experience in an online world🟡 How Unplugged says no to the things most brands say yes to automatically🟡 The creative process behind some of the most genuinely human content you'll see from a brand right now🟡 Why over-optimising your wellness brand might be the most self-defeating thing you can do🟡 What Grace believes about brand building that most people in her industry would strongly disagree with🟡 And whether building a slow brand has actually slowed her down or sped her upTimestamps:00:00 - Introduction and Grace’s background in marketing and brand purpose01:21 - Building slow brands in a fast world: Unplugged’s mission02:14 - The tension between online presence and promoting offline experiences02:30 - Navigating social media and realigning brand authenticity03:48 - How Unplugged approaches trendiness without losing their core values05:05 - Grace’s perspective on marketing principles and agility07:24 - Evolving brand messaging and the importance of authenticity09:45 - The value of meaningful newsletters over transactional content14:10 - The most impactful content piece: tackling over-optimization and wellness industry critiques16:39 - The importance of simplicity and living the brand lesson18:14 - Staying committed to core principles like being offline and natural stays20:05 - Balancing social media presence with offline reality21:16 - How ideas go from team brainstorms to social posts25:31 - Creating bite-sized, niche content that resonates29:19 - Words, tone, and avoiding marketese in brand voice33:09 - Changing the industry’s online presence: staying true and brave43:33 - How building a slow brand has influenced Grace’s personal pace45:38 - Serving the audience authentically without noise46:35 - Final thoughts and gratitude for purposeful marketing47:49 - Closing remarks and future outlookResources & Links:Unplugged Official Website: https://tinyurl.com/54en5d85Unplugged Instagram: https://tinyurl.com/3n8ncpxaGreg Hoffman - Emotion by Design: https://tinyurl.com/y6w4nfc2Connect with Grace:Linkedin: https://tinyurl.com/ycxyh6bz