Attitudinal Brand Voice

Brands are embracing bolder, more attitudinal communication styles to differentiate themselves and resonate with consumers who value authenticity and clear values.

Themes

Authenticity and Transparency Reign Supreme , Values-Driven Consumption

Timeframe

near-term

Subcategories

Brand Management Consumer Behavior Consumer Preferences Marketing

Impact areas

Advertising Branding Marketing

Detailed Analysis

In a landscape saturated with inoffensive messaging, brands are rediscovering the power of attitude. Kendrick Lamar's "Not Like Us" and Charli XCX's "BRAT" exemplify this trend, demonstrating how declarative and attitudinal messaging can resonate with audiences. The document emphasizes that "Consumers are craving the attitudinal energy… They want to see a brand’s 'why' clearly defined through attitude-led work."

Context Signals

Charli XCX's "BRAT" becoming her best-selling album. Nike's "Winning Isn't For Everyone" campaign resonating with core consumers. Gymshark's "We Do Gym" platform reinforcing their brand identity.

Edge

Brands can leverage playful "beefs" and collaborations with artists like Pusha T to create engaging and attitudinal campaigns. Social content should reflect the brand's core values and serve as a verification badge of their identity. A post-gatekeeping era will likely see bolder, more unapologetic comms and storytelling.

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