In a market flooded with sameness, what actually sets the toughest brands apart?
Not just endurance. Not just brand strategy. Creativity.
The toughest brands that thrive in times of chaos—economic uncertainty, shifting platforms, rising competition—aren’t the ones playing it safe. They’re the ones that dare to be weird, bold, unexpected. They create new value when everything feels like it’s falling apart.
The Economy’s Rough. Your Brand Doesn’t Have to Be.
Inflation is sticking. Consumers are pulling back. Marketers are seeing budgets slashed and expectations raised. Growth feels hard-won.
But here’s the wild part: some of the strongest brands in history were forged during economic collapse.
During the Great Depression, Kellogg’s didn’t pull back. Their competitor, Post, cut their marketing spend and froze. Kellogg’s did the opposite. They launched Rice Krispies, doubled their ad budget, and leaned into radio—an emerging channel at the time. That bold move catapulted them ahead. They didn’t just survive—they dominated.
In 2020, as COVID-19 hit and masks became scarce, Etsy turned a chaotic moment into community-powered innovation. Within weeks, they mobilized over 20,000 sellers to make cloth masks. Sales exploded, and Etsy earned a reputation as both helpful and nimble. That wasn’t luck. That was creative leadership in a crisis.
Even Nike—one of the biggest brands on the planet—built its edge by leaning into controversy and culture. Remember the Colin Kaepernick ad? Risky, but unforgettable. They bet on values, on storytelling, and on being bold. Creativity made Nike not just a shoe brand—but a movement.
Creativity Is the New Brand Toughness
Here’s how creativity gives brands the grit they need to thrive—even when the ground’s shaking.
1. Find What Everyone Else Is Missing—and Exploit It
Tough brands aren’t just tough. They’re perceptive.
They don’t follow the noise—they tune into what others ignore.
Whether it’s a cultural tension, a market gap, or a tiny unmet need, creativity helps you build real value in unexpected places.
Creative brands create value from what others miss.
2. Show, Don’t Just Say
Modern audiences can smell fake from a mile away. Brands that thrive don’t just preach—they prove. That takes creative execution, not just creative messaging.
Creative brands walk the walk—even under pressure.
3. Reframe What You Already Do
Sometimes, resilience means reinvention. But other times, it’s all about reframing your message so people see it in a radically new way.
Liquid Death didn’t invent water. They just put it in a tallboy, slapped on metal band aesthetics, and marketed it like it could fight demons. The result? An $800 million brand built on reframing something boring as something badass.
Creative brands make the familiar unforgettable.
Your Competitors Are Playing It Safe. That’s Your Advantage.
In a noisy market, brands that blend in disappear. Creativity gives you edges. Angles. Reasons for people to remember your name.
It’s not optional anymore. It’s how you survive.
It’s how you lead.
Creativity isn’t fluff. It’s your toughest asset.
So lean in. Say the weird thing. Try the bold format. Build the new idea.
Be creative as hell. Be #SurprisinglyDifferent.
Need help getting your brand to break through? Blue Ridge Creative Marketing specializes in creating surprisingly different work in web design, graphic design, branding, social media marketing, advertising, and more that breaks through the noise. Contact us today via email at hello@weareblueridge.com.
