Fortune Favors the Bold Storyteller: 5 Tips for Going Rogue in Your Brand Strategy in 2025
In 2025, playing it safe isn’t an option. It’s time for brands to stop following the rules and instead challenge them.
There are so many touchpoints consumers engage with nowadays, and algorithms that force an endless stream of content across every device, every media outlet, and nearly every brick-and-mortar establishment, at all times. We have become desensitized, and it takes much more to capture our attention. To cut through, your brand has to do more than just fit into this ecosystem — it has to stand out. And that means taking risks, challenging norms, and getting comfortable with creating a little discomfort.
Brands that thrive this year will be the ones that go rogue: that push boundaries and take chances on bold storytelling that feels real and unapologetic. It’s no longer enough to be safe, predictable or perfectly polished. If you want to engage with today’s consumers, you need to break stuff.
Here are five tips for how you can redefine your communications and brand strategy in 2025:
1. Consider Alternative Media
For years, brands have relied on traditional mainstream media outlets to reach broad audiences, but that’s no longer the most effective strategy. Today there are a plethora of podcasts, niche creators and community-driven outlets to which consumers increasingly turn. Podcasts, with massive and loyal followings, often surpass traditional broadcast media in engagement.
Alternative channels allow for hyper-targeted campaigns that speak directly to niche groups. By embracing these platforms, brands can connect with more engaged audiences while positioning themselves as innovators. By embracing new and niche channels, you’re not only reaching more engaged audiences but also positioning your brand as willing to experiment and reach different groups.
2. Create Subversive Campaigns
We’ve become accustomed to the same tired formula of marketing, but the brands that now stand out are the ones that don’t follow the script by breaking the rules. Jaguar’s recent campaign exemplifies this shift. The company took a major risk by creating a campaign that broke the one cardinal rule of an automobile brand: it didn’t feature a single car—something almost unheard of in the automotive world.
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Instead, they crafted a lush cinematic piece that felt more like an avant-garde Vanity Fair editorial, showcasing luxury and sophistication without the obvious product placement. This subversive move shocked the public and received massive media coverage, demonstrating that when you break the mold, you get attention. Jaguar didn’t just sell a car — they sold an experience, a feeling. By stepping away from predictability and delivering something unexpected, they created a story that resonated on a deeper level with their audience.
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3. Embrace Unapologetic Messaging
Gone are the days of sugarcoating messages to please everyone. In 2025, going rogue means brands will be raw and unvarnished with their storytelling. Consumers value authenticity and the bravery to speak to them, rather than at them. They want brands to drop the polished facades and speak with honesty, even if it’s uncomfortable.
When a brand shows the courage to be real — acknowledging flaws, addressing tough issues or challenging the status quo — it builds trust and establishes a deeper connection. This unapologetic approach creates a narrative that resonates on a human level, making it more memorable and impactful.
4. Unpredictable Social Media Content
Social media in 2025 demands more than just consistent posting. It requires brands to inject a sense of unpredictability and fearlessness into their content. Audiences want to feel something when they engage — not just see another polished ad. Unpredictable storytelling and striking visuals are key to creating an emotional impact that sticks. It’s about pushing boundaries with narratives that challenge expectations and visuals that captivate.
A recent example of this is True Classic’s ad, in which three men on a plane experience a dramatic in-flight emergency and depressurization, only for their clothes to tear off — giving them the opportunity to try on True Classic apparel instead. The humorous, unexpected twist of the ad generated a level of engagement I hadn’t seen in years. People appreciated the mix of humor and the element of surprise, which helped it stand out in a crowded digital space.
5. Reimagine Your Customer Touchpoints
It’s no longer enough to focus on traditional advertising and PR. Looking forward means rethinking every touchpoint in which your brand interacts with consumers. Whether it’s point-of-purchase experiences, digital engagement or event activations, every touchpoint should tell a part of your brand’s story in a disruptive, unexpected way. If you want to go rogue, focus on surprising your audience with new experiences at every turn. They will respect you so much more if you don’t handle them with kid gloves.
Final Thoughts
Let the start of the new year be a time for you to stop playing by the old rules and start creating your own. When you do so, you not only command attention — you generate an unprecedented level of respect and, ultimately, if done right, an undeniable presence in the market. And in 2025, that’s what will separate the brands that are remembered from the ones that are forgotten.