Brands shift focus toward human personality to drive growth
72andSunny CEO Chris Kay argues that moving beyond rigid positioning and purpose-driven messaging is essential as consumers increasingly favor brands with authentic, relatable identities.
The landscape of brand building is shifting as traditional strategies—such as functional positioning and abstract purpose statements—lose resonance with modern consumers. Research indicates that a majority of consumers now prioritize brands that possess a clear and distinct personality over those that rely solely on corporate mission statements.
High-profile examples of this trend include Duolingo, which leveraged a self-aware mascot, and Liquid Death, which utilized a unique voice to disrupt the bottled water market. According to 72andSunny international CEO Chris Kay, success in this environment requires mastering four key areas: voice, visual identity, vibe, and real-world behavior.
Kay argues that for this strategy to be effective, leadership must evolve. Instead of acting as passive guardians of rigid brand guidelines, leaders must become catalysts who allow their brands to remain flexible and reactive, enabling them to connect more deeply with community-driven culture and evolving market demands.