Beyond Trends: Crafting a Talk-Worthy Brand From Within

"Marketing is about having something worth talking about, not about following trends," is a statement that not only holds ground but encapsulates an important truth often forgotten.

It's easy to get caught up in the whirlwind of the latest marketing practices, the trending hashtags, and the dazzling campaigns of our competitors. But chasing trends is a game without an end and with very little to show for it.

Instead, what brands should focus on is becoming something worth talking about—a brand that inspires conversation and incites emotion, not because it copies others, but because it is uniquely itself.

In today's saturated marketplaces, differentiation is not just desirable; it's necessary. The iconic brands we admire—those that persist and evolve over time—don't get there by imitating the crowd. As I've discussed in my previous article, "Feeling the Brand: The Overlooked Element in Building Powerful Connections," these brands create a feeling, an emotional resonance that separates them from the rest.

When a brand focuses too much on catching up with the latest tactics or mirroring the practices of successful brands, it runs the risk of becoming a mere echo, a second-rate copy of the original.

These "copycat brands" fail to understand that the icons they emulate achieved their status not by riding trends, but by creating them, by offering something genuinely different and compelling.

This reminds me of a fascinating study in behavioural economics called "The Red Sneaker Effect" (Bellezza, Gino, & Keinan, 2014). The researchers found that nonconforming behaviours, like a professor wearing red sneakers while giving a lecture, could lead to perceptions of higher status and competence because they were seen as a sign of autonomy and control. This nonconformity made the individual more memorable and interesting, effectively creating a "brand" of their own.

In the same way, brands that defy the norm, that dare to differentiate, capture our attention and win our admiration. They become the 'red sneaker' in a sea of black and brown shoes. It's not the trends they follow but the unique value they offer that gets them talked about.

Consider Apple, a brand that has famously disregarded the status quo time and time again. As I referenced in my article on "AI and the Future of Branding," Apple didn't become the powerhouse it is by merely following the tech trends of the time. They defied the conventions, embraced simplicity in a time of complexity, and consistently pushed for innovation, creating a brand that is not just admired but adored.

These examples underline the point that a brand's longevity and value do not lie in its ability to chase trends but in its potential to be truly different—to have something worth talking about. After all, the aim is not to become a carbon copy of successful brands but to become successful in one's own right.

So, instead of allocating a significant chunk of resources into mirroring others, brands should focus on identifying and amplifying what makes them unique, what makes them 'talk-worthy.'

Whether it's innovative products, exceptional service, or a powerful mission, these are the aspects that will create a memorable brand—the kind that doesn't just follow trends but sets them.

In the end, being a talk-worthy brand is about standing out, not blending in. It's about knowing who you are, what you stand for, and not being afraid to show it. So, stop chasing trends. Start becoming the trend. It's a more challenging path, for sure, but also the one more likely to lead to lasting success and true differentiation.