The Viral Growth Myth
Why Chasing Trends is Wrecking Your Brand
Every few months, a new marketing trend hijacks our feeds — and with it, a rush of brands scrambling to hop aboard. Meme formats. Audio clips. “Unexpected” brand collabs. Everyone wants their 15 seconds of viral fame.
At first glance, it feels like being part of the conversation. But in reality, most brands are just reacting. And reactive marketing is not a strategy — it’s a distraction.
We’ve seen this time and again when a brand tries to force itself into a meme format or viral moment. A luxury skincare brand trying to be “relatable.” A corporate social media team jumping on TikTok trends. It’s not strategic — it’s reactionary (and often cringy). But here’s the real problem: if your marketing is always reactive, your brand will always be behind.
You can't out-meme the internet, and more importantly, you can’t lead from behind.
But this isn’t just about social media; companies chase trends all the time in their innovation strategies. For years, Apple has defined categories: music players, smartphones, tablets, earbuds. Their strategy? Controlled, considered, and consistently a step ahead of the market. That’s why the rumored launch of a flip-style iPhone feels off-brand to me. Samsung and others have been iterating on foldable tech for years, and Apple entering in a year or two from now doesn’t feel like leadership — it feels like catching up. A move driven by “trends,” pressure, and FOMO rather than strong customer pull or brand fit.
Chasing the latest trend might get you some cheap reach. But it also teaches your team to prioritize speed over substance, volume over value, and attention over alignment. You start making decisions based on what’s hot, not what’s right for your brand. And over time, your identity starts to blur.
The strongest brands don’t chase noise. They set the tone.
They invest in creative that reflects their point of view, even if it’s not trending. They make moves based on long-term positioning, not short-term spikes. They understand that brand equity isn’t a sprint — it’s a marathon.
So instead of asking “Should we jump on this trend?” ask:
Does this align with who we are?
Does this move us closer to our strategic goals?
Would we do this even if it didn’t go viral?
Because if your strategy is just reacting to what’s popular, you’re building a brand that’s designed to follow — and followers can never lead. The brands that win are the ones who know who they are — and act like it.
