If brands want to get noticed, go unconventional

In 2024, it felt like a ‘Brat Summer’, a new wave of communications addressing the acceptance of imperfections while embracing the chaos around us. Amid this wave, radical rebrands started to emerge out of nowhere.

Along with the likes of Paypal, Kleenex, Lloyds, 7Up, Eurostar and Jag, they defied all conventions and broke through to popular culture. Whether you're a traditionalist or futurist, these moves have been hotly debated. In the aftermath, they've proven that there was a lot of intentionality behind them, and it remains to be seen if this will pay off in terms of sales and attracting new customers.

Some, more than others, transcended category norms and embraced change to stand out and get noticed. Akin to the late '90s when Benetton (remember that brand?) utilized a formula known as ‘shockvertising’ for social change to get noticed.

Whether you personally like this approach or not, some have become the most exciting branding news story in years and set a trend from which others will follow.

2025 will be no different. Nonconformity in a category is hard. It could be seen as reckless to a consumer if some of the familiarity they’re used to is lost. But when there is nothing to lose and a whole next-generation to appeal to, why not embrace change, especially with the world changing so rapidly around us?

Brands and creative agencies already knew at the start of 2025 that they had become safe and, dare I say it, boring. The advertising and communications we see around the world, and specifically in the Middle East, are not really challenging the convention (just drive along Sheikh Zayed Road to see that).

If we are brave, and it's about time we were in 2025, reaching out to an audience who are also challenging their own boundaries and cultural norms as they progress and contribute to the world around them is where brands will win.

In 2025, expect to see marketing strategists, creatives, and planners start to push for a stronger perspective on the brands they work on, with a ruthless appetite to resonate with audiences on a deeper sub-cultural level. This means they will have to work harder than ever to truly understand those subcultures and get underneath the skin at a deeper, intrinsic level.

What does that mean? Please, fewer celebrities (just because we can throw money at it) and fewer vacuous ads with women riding horses in the desert against a backdrop of the latest 4x4 pickup truck.

What is desperately needed right now is authenticity and a sense that consumers can identify with themselves in their everyday environments. Fun, honest humour - and REAL.

We know in a region where brands are competing for attention, consumers are bombarded with constant information, and not a lot is effective. About 85% of marketing spend on brand assets will likely go unnoticed. So, I ask, what is there to lose?

Let’s advocate for something different. As we look ahead, expect a surge of unconventional rebrands, campaigns, and launches. I, for one, will be advocating for change.