There’s a difference between being liked and being trusted.
One gets you clicks. The other builds companies.
Somewhere between “relatable” marketing and endless A/B testing, brands started asking the wrong question: Will they like us? When the better question was always: Will they count on us when it matters?
The power of being slightly unrelatable
The most magnetic brands carry an edge. They’re not for everyone. They don’t water things down to fit every inbox or algorithm. Their opinions are sharp. Their aesthetic, clear. Their positioning? Unmistakable.
They don’t aim for applause. They create alignment.
Liked brands fit in. Trusted brands stand up.
Here’s how you can tell you’re heading in the right direction:
You're not afraid to push back on trends.
Your positioning polarizes (and that’s a feature, not a bug).
You write for the client you want more of, not the one who just “needs marketing.”
Let the others chase followers.
We’ll be over here building brands people would hire twice.