‘Trouble’ and ‘Let Somebody Go’ are Coldplay songs, and also what Astronomer’s CEO must have been thinking when the kiss-cam panned to him. Astronomer’s website traffic jumped 15,000% to 1.4 million visits on July 17, yet this was far from welcomed. An ill-fated intimate moment quickly became a viral sensation, and for the marketing world it was a stark reality check.
Today, a business’ brand is no longer just how recognisable its slogan, colours, or iconography is, but rather an entire identity with personality, values, and behaviour; built through employees and association. Astronomer showed us how easily it can be for a brand to suddenly be placed under the public’s microscope.
To the company’s credit, they didn’t stay silent on the matter and issued a playful video using Gwyneth Paltrow as their spokesperson.
The redemption video won people over, but the verdict on Astronomer is still out; what sort of values does the company have, and does Gwyneth Paltrow’s explainer of data workflow automation rebuild long-term brand trust or just distract consumers in the short?
What would happen, however, if your executives skipped the Coldplay concert, and your company values were not examined publicly. What if your brand displayed authenticity that was so rooted in its identity that it transcended the product or service?
Red Bull Gives You Wings
Red Bull has established itself as one of the most well-known energy drink brands, dominating market share in the US, but that’s not primarily due to factors like premium taste or health benefits. Red Bull has built a lifestyle through its branding. Civic Science found that 22 per cent of Red Bull fans say traveling is a passion of theirs, more than double non-fans. 41 per cent of Red Bull fans attend a sporting event at least once a year, compared to 11 per cent of non-fans. Half of Red Bull fans run or jog weekly, triple those who aren’t fans, and 73 per cent drive more than an hour daily, outpacing non-fans (44%).
Red Bull promotes adventure and challenges humans to their thrill-seeking limits. From the F1, to football, to biking, to sky diving, to snowboarding, the Red Bull brand is more than a drink – it is an identity founded on adrenaline, with people who can perform eye-catching spectacles, and customers who dream of being a part of it.
Consumers value companies with clear identities, and Red Bull has found a way to take the core of its product – a drink that energises – and expand it into a brand which has a community built on energy. However, that does not mean values and a product or service must be intrinsically tied.
Standing For More Than Scoop Sales
Having values in today’s consumer landscape does not make you unique. It’s something most companies will promote, in some way, as its shown to have an effect on business outcomes; 7 in 10 adults agree they tend to buy products that reflect personal values. But if you sacrifice these values in the wake of things like a DEI backlash, or political tension, then you risk being seen as hypocritical and standing for nothing.
A mistake brands often make is assuming that they only need values if it concerns their product, but this is not the case.
On January 18, Ben & Jerry’s joined thousands of people in Washington to march against patriarchal societies and for equality, proudly promoting the rally across socials. This isn’t out of the ordinary for the brand, as it has previously shared opinions on other socio-political issues and actively uses its platform for activism, not shying away from polarising stances.
Naturally, these stances have sparked mixed responses and risks losing customers with opposing views, while also strengthening its relationship with customers who share those opinions. Ultimately, by taking these stands regularly Ben & Jerry’s has created an authentic brand voice. By standing up for its values, the company has showed it was not a brand built purely on maximising sales, but a brand for people.
Analysing Ben & Jerry’s activism, Tara Furiani, CEO of Not the HR Lady believes the company teaches us “that authenticity cannot be an afterthought or a marketing ploy; it must be the core ingredient of your brand. As leaders, our challenge is to embed this authenticity into the fabric of our companies, ensuring that our actions always align with our words.”
Conviction Creates Connection
In today’s landscape, branding is no longer confined to visuals or slogans. From leadership behaviour to social responsibility, it’s about embodying a consistent set of values that resonate with consumers and are reflected in everything a company does. As audiences grow more conscious of corporate action and connected to their beliefs, they gravitate toward brands that stand for something real, not just market share.
Whether it’s through bold activism or building a lifestyle identity, authenticity has become the currency of trust. A strong brand today isn’t built in pixels – it’s built in principles, lived by people, and proven through action.
