Before jumping on the latest trend, ask yourself:
- What does my audience really want from us?
- Does this approach fit our brand’s story and values?
- Can we sustain this tone over time without it feeling forced?
It’s tempting to chase the newest craze-especially the “unhinged era” of bold, unpredictable branding. But is that style right for every brand? Or are there times when sticking to tradition and consistency is the smarter move? Let’s explore.
What is the “unhinged era” in branding?
The “unhinged era” is all about brands letting loose-using offbeat jokes, surreal memes, and a willingness to poke fun at themselves (and sometimes their customers!). It’s a big shift from polished, corporate messaging. The goal? To stand out in a crowded digital space and connect with audiences who crave authenticity and a bit of fun.
Nando’s wit and satire
Nando’s South Africa has long been a master of this style. Their adverts often use witty, sometimes risqué humour to comment on current events and local culture. Their social media is lively and engaging, helping them grow from a local favourite to an international brand with over 1,000 stores worldwide.
Duolingo’s quirky TikTok presence
Duolingo’s green owl mascot is famous for its chaotic TikTok videos, where it jokingly threatens users to keep up with their lessons. This playful, unhinged approach has made the brand hugely popular with younger audiences and boosted app downloads significantly.
But what about brands that stay the course?
Not every brand can-or should-go wild. Some have built their reputation on tradition, consistency, and calm reliability. For them, being “unhinged” would feel off-brand.
Woolworths’ refined consistency
Woolworths focuses on quality, sustainability, and ethical sourcing. Their marketing is polished and consistent, appealing to customers who value trust and dependability over flashiness. Their campaigns emphasise heritage and responsibility, which resonates deeply with their audience.
Rolex’s timeless elegance
Rolex doesn’t chase trends or crack jokes online. Their messaging is always elegant and consistent, focusing on craftsmanship and exclusivity. This unwavering approach has made Rolex a symbol of luxury and enduring quality.
So, which approach is right for you?
There’s no one-size-fits-all answer. The best branding fits your company’s personality, values, and audience.
Unhinged branding works well if:
- Your audience is young, internet-savvy, and enjoys humour
- You’re a challenger brand looking to disrupt the market
- Your brand is comfortable taking risks and being unpredictable
Stoic, consistent branding is best when:
- Your brand’s value lies in tradition, trust, and reliability
- Your audience expects formality or heritage
- You want to build long-term loyalty through steady messaging
Finding your sweet spot
Some brands blend the two. Take IKEA South Africa, which keeps its products simple and reliable but isn’t afraid to inject humour and local flavour into its campaigns. Or MTN South Africa, which balances innovation with a professional and consistent brand voice.
Before jumping on the latest trend, ask yourself:
- What does my audience really want from us?
- Does this approach fit our brand’s story and values?
- Can we sustain this tone over time without it feeling forced?
The “unhinged era” is exciting and effective for some, but unwavering consistency is the secret to lasting success for others. The key is staying true to your brand’s core and letting your personality shine-whether that’s playful chaos or steady reliability.
If you’d like help finding your brand’s unique voice or want more examples tailored to your industry, just get in touch!
