My husband called me from a work trip recently and said something that made me extremely jealous.

He had just checked into his hotel and eaten his complimentary chocolate chip cookie from DoubleTree 🍪

It got me thinking: has there ever been a more genius marketing move in the history of hospitality?

The cookie started in 1986 as part of turndown service. By 1995, someone had the brilliant idea to move it to check-in. Because it’s impossible not to smile when you’re handed a warm chocolate chip cookie!

Over the years, the DoubleTree cookie became a signature of the brand — with a top secret recipe 🤫

But in 2020 while the world was in pandemic isolation, DoubleTree made the bold move to release the recipe. Their goal was to bring a little comfort and happiness during those ~unprecedented times~

And comfort and happiness are core to what DoubleTree does.

They know first impressions matter, and that’s a lesson any business can take to heart ❤️

🪞 reflect & reply 💬

What’s something you’ve done in to spark a great first impression with clients, co-workers, or even friends and family?

Here are questions to help you make a stronger first impression with your clients or customers:

• What’s the first thing someone experiences when they encounter your brand?
• Could it be warmer, friendlier, or more memorable?
• Are there small “unexpected delights” you could give people to make them smile?
• Is there a missing moment in your customer journey where you could make people feel welcome?

And when in doubt, just abandon the entire marketing playbook and give out cookies. Cookies are always the answer.

P.S. Happy National Cookie Day! Here's where to find cookie deals!

​Brianne Fleming​

headline of the week 📰

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​Oxford just named “rage bait” their 2025 Word of the Year.

Ugh, yes... content that provokes anger or outrage… and then spark clicks, comments, and shares.

For better or for worse, emotion drives action 🤷🏻‍♀️ But rage bait erodes trust, attracts the wrong audience, and leaves your brand on shaky ground.

Brands have an opportunity to spark so many feelings besides fury 😡

My favorites? Curiosity, nostalgia, and even a little heartbreak 💔 (damn you, Sarah McLachlan!!!).

throwback thursday ⏪

Remember the early-2000s craze for celebrity perfumes? Britney had Curious, Beyoncé released Heat, and Jennifer Lopez launched Glow.

I’ll admit, I proudly wore Curious by Britney Spears for 15 years!

​Launched in September 2004, Curious was an instant phenomenon: over $100 million in first-year sales, record-breaking first-week numbers, and eventually helping build a fragrance empire topping $1.5 billion worldwide 🤯

Britney’s scent is also credited with turning teens onto perfume — something they previously labeled as ‘old lady.’

Over 20 years later, Curious remains an iconic reminder of early-2000s pop culture, holiday shopping hysteria, and the allure of celebrity fragrances.

What scent defined your teenage years?

faves & finds 😍

If you’re wrapping up the year on the job hunt, I’m sending extra
encouragement your way! The holidays can make job searching feel even more daunting, so why not use this time to refresh your online presence?
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My friend, Maria Marchewka, put together a free Job Seeker Toolkit to help you attract job opportunities via LinkedIn. It covers:
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• Headlines that help you show up in searches
• How to reframe employment gaps into strengths
• 12 plug-and-play prompts
• A 4-week posting calendar
• and more!

And for a little morale boost, check out this "Unemployed Power Mix" playlist Romi Percik put together.

Hang in there, friend... 2026 is looking up!

laugh out loud 🤣

work smarter 🧠

Documenting kind words, wins, and client compliments is one of the best things you can do for your portfolio — why not automate this with Zapier?
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Here's how:

1. Pick a trigger — star or save a message in Slack or Discord, whether it’s a client compliment, team shoutout, or little win you don’t want to forget.
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2. Add an action — Zapier saves it to a “Kudos” folder (Google Drive, Dropbox) or logs it in Notion/Airtable with the message, sender, and timestamp.

Voila! 🪄 You instantly build a vault of your wins — perfect for social proof, year-end recaps, reels, or a quick confidence boost 🥰
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#PopChat news 🎉

The Grinch is taking over Instagram. Live shopping is driving holiday sales.
'Rage bait' is all the rage. And of course, Spotify Wrapped is out!
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And that’s just scratching the surface of this week’s pop culture headlines.
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We'll dive into it all tomorrow on #PopChat! ​

New to #PopChat? It’s where marketers, creators, and pop culture fans come together every Friday to about what’s capturing attention online.

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As always, thanks for letting me show up in your inbox! Here's another emoji riddle:
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​Can you guess the song title? Reply with your answer!

🩷🐴 ♣️

Hint: The artist who sings this is on the lineup for Dick Clark's New Year's Rockin' Eve :)

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Let's Collab 💕
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Looking to strengthen your content strategy, reach marketing professionals, or elevate your next event? Here’s how I can help: