The Science of Vibes: How Connecting Culture Builds Customer Trust | Sonia Baschez, Founder of Bend Growth

In this episode, we sit down with Sonia Baschez, an early-stage startup marketer and fractional CMO at Yapping as a Service (YAAS), to unpack why the best marketing doesn’t feel like marketing at all; instead, it feels like a story people want to follow. Sonia shares how her path from immigration law and architecture firms to political campaigns and startup growth shaped her approach to communication, trust, and action-driven storytelling. We dive into the rise of “forensic fandom,” the power of building in public, and why brands that understand culture can create stronger emotional connections with their audiences. Sonia also breaks down what separates cringe trend-hopping from smart, authentic brand participation, using examples from Nike, Wendy’s, Taylor Swift, and major viral moments in pop culture and politics. If you’re a founder, marketer, creator, or anyone trying to turn attention into trust, this conversation is packed with practical insight on how to make your message clear, compelling, and impossible to ignore.