Going with the flow is easy. It’s predictable, safe, and, in theory, seems like a good move. But what sets memorable brands apart from the rest is the courage to ignore the hype and focus on what truly matters: values and customers. Because sometimes, the real challenge lies in saying, “No, thank you, we know who we are.”

Even before I was around, Volkswagen was already doing it with the Beetle in the late 1950s, in one of the most cited case studies of all time: while competitors were betting on bigger cars, Volkswagen went in the opposite direction. With Think Small, the brand highlighted its essence: simplicity and efficiency. The impact? It redefined the automotive market and proved that being different can be the right path.

By jumping on every trend, we risk coming across as… desperate. Who hasn’t seen a brand try to be cool, only to end up sounding like that friend who insists on using completely outdated phrases?

The cringe-worthy interaction between Meta, Pepsi, and Budweiser during the Metaverse boom on the former Twitter is a perfect example—brands attempting to use niche slang without authenticity, quickly becoming memes within the community… for all the wrong reasons. WAGMI, frens!

On the other hand, sometimes a lack of tact disguises itself as bravery…

We live in a polarized society, where natural stupidity seems to evolve faster than artificial intelligence, and brands need to be confident in their choices. Not all are ready to see their feeds flooded with go woke, go broke comments—or to face the potential impact that might have on their business.

The Bud Light case became a prime example of this. In 2023, the brand partnered with trans influencer Dylan Mulvaney, sparking massive backlash from conservative segments—many of them loyal customers—including boycotts, videos destroying products, and a significant drop in sales. At the same time, LGBTQIA+ groups also criticized the company for failing to stand by the campaign and backing down under pressure, creating a lose-lose situation for the brand.

Thus, it’s crucial for rebellion to have context. If we know our purpose and who we’re communicating with, taking an assertive stand—with calculated risk—can yield returns and act as a form of natural selection that outweighs any backlash, building trust in the long run.

Patagonia is a prime example—by prioritizing sustainability over short-term profit, the brand has fostered genuine, long-lasting loyalty. Its founder, Yvon Chouinard, transferred ownership of the company to a nonprofit dedicated to fighting climate change and protecting natural reserves, giving it access to $100M per year—the brand’s profits—to achieve its mission.

More than being different, it’s important to be relevant and act in context. In a market saturated with fleeting trends, authenticity remains the true act of courage. And let’s be honest: there’s something irresistibly powerful about being the brand that chooses to swim against the current.

This opinion article was written by Miguel Pires, Co-Founder & Creative Partner at NERVO,
was published in issue #28 of the Líder magazine, under the theme Silence.