A brand with a strong identity doesn’t avoid controversies at all costs; instead, it faces them with an authentic stance, staying true to its path. And it owns up to mistakes when they happen.
The great challenge for brands today goes beyond relevance; it’s about staying true to their DNA and purpose, even in the face of adversity. Brands now navigate saturated markets where it’s no longer enough to be merely known; they need to be recognizable and memorable.
Control Portugal made a post that humorously referenced St. Martin’s Day with the playful phrase “Chestnuts and Worms,” in line with the bold personality the brand has always cultivated. However, the post drew some backlash, leading the brand to take it down. While removing the post might have been a prudent decision for business, it was undoubtedly a challenging one for maintaining brand consistency and defending its identity.
Building a solid and trustworthy brand means maintaining a communication line that is consistent and true to its defined values. In branding, consistency is what makes a brand memorable, especially in highly competitive sectors where messages often blend together. A brand that shifts its tone to appease momentary criticism risks diluting its identity and, along with it, losing the trust of its audience. Being consistent, however, doesn’t mean ignoring community reactions—it’s the ability to uphold a position, balancing irreverence with respect.
In the case of Control, there is a long-standing tradition of bold and playful communication, which is a fundamental part of its brand identity. The brand’s team is professional, knowledgeable, and highly aware of their work. The post in question, while potentially controversial, was consistent with the brand’s established personality: daring, creative, and willing to spark conversations about topics that, though natural, are still considered taboo. The brands that stand out and grow are those that accept the risk of being authentic—even if it doesn’t always please everyone.
Context is undeniably important. In an era where communities have a stronger voice and greater power to demand that brands respect diverse opinions, it’s crucial for brands to remain open to dialogue. Recognizing when a message wasn’t well received and showing adaptability is a great strength. However, staying authentic and true to one’s purpose shouldn’t mean backing down to the point of erasing a message. In Control’s case, by choosing to remove the post, the brand missed an opportunity for constructive dialogue with its audience—a chance to clarify its position and humanize itself. After all, no one is perfect!
The example of Control teaches us that a brand’s power lies in staying true to its purpose and respecting the essence of what it represents. A brand with a strong identity doesn’t avoid controversies at all costs; rather, it faces them authentically, without straying from its path, and acknowledges mistakes when they occur. Ultimately, it’s the brands with personality and a clear purpose that forge the most lasting connections and, in the end, win over the hearts of their consumers.
In a market where more and more brands hesitate to take a stand for fear of offending, it’s worth remembering the importance of being genuine and maintaining a unique voice. Control Portugal is—and will likely continue to be—a brand that reminds us all we can create and bring a smile without causing offense. Everything the brand has done to date should earn it the trust to be seen and felt as inclusive and non-discriminatory. May it continue on this path and inspire other brands to follow suit, without further erasures. The professionals who manage this brand and its marketing deserve that acknowledgment.
Article written by João Santos, COO of WYgroup, originally published in ECO magazine.
