The article uses a popular party cliché to illustrate how brands often lose their self-awareness in an attempt to be seen as fun or relatable. It warns that in chasing trends and mimicking slang, brands may alienate their audience. To avoid resembling the partygoer with a lampshade, brands should focus on understanding their audience, ensuring their messaging resonates, and staying true to their established voice and values. Maintaining brand character is essential for fostering trust and credibility with consumers.
Your brand isn't at a party with your peers - it's trying to earn the attention and trust of your customers. If they see you behaving in a way that feels desperate or out of touch, it can damage your credibility.
Every brand has a voice. A set of values. A personality. Think of your brand as a guest at the party. If you're the calm, thoughtful one, suddenly jumping up to do the worm on the dance floor might feel ... off.
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