How Brands Are Thriving in Chaos
Alessandro De Vita
Marketing Alchemist @ Kredo Marketing | " It’s not about ideas. It’s about making ideas happen."
Hey there, brand builders and marketing disruptors!
Welcome back to?Business Hacks & Theories, where we don’t just discuss the trends—we dissect them, question them, and find the insights that truly matter.
Today, we’re diving into something that might sound a little rebellious: how emerging brands are using 'chaos' to carve out a space in this overcrowded world of marketing.
Instead of playing it safe, these brands are embracing disorder, shaking things up, and letting the world know they aren’t here to fit in.
Let’s break down why this strategy is so effective and what lessons it holds for businesses aiming to do something different.
Let’s be real—branding has become a little predictable lately.
Everywhere you look, it's polished ads, carefully curated content, and a whole lot of sameness.
That’s why chaos is so refreshing.
It catches you off guard, it’s honest, and it’s raw. Brands that embrace a bit of unpredictability are giving consumers a taste of something they didn’t realize they craved—
authenticity in its purest form.
This approach resonates particularly with younger audiences, who are less about perfection and more about keeping it real. They don’t want the airbrushed ideal; they want something genuine, something with rough edges.
A brand that shows a bit of mess, a bit of human unpredictability, stands out.
It feels real.
And real is what people want.
At the end of the day, it’s about being different. With hundreds of messages flooding our feeds daily, it's tough to get noticed. But when you break away from the norm—when your visuals, your tone, or even your campaigns don’t fit into what’s expected—people stop and pay attention.
Take?Liquid Death, for example.
They’re selling water, but their branding is anything but “refreshing” in the typical sense. Instead, they’ve gone all in on edgy, dark, and chaotic imagery, giving their brand an irreverent personality that makes you do a double-take.
It’s not the serene mountain stream we’re used to seeing on bottled water; it’s loud, it’s rebellious, and it works.
Then there’s?MSCHF. This brand practically thrives on chaos. Whether they’re selling ‘Satan Shoes’ or pulling off some bizarre viral stunt, every move is unexpected, and that’s why people keep watching.
Their brand thrives on unpredictability—but it’s not randomness for the sake of it. There’s always a bigger idea behind the chaos, something that makes people talk, share, and remember.
Look at this Commercial ---->
Chaos works because it’s emotional.
It makes people feel something, whether it’s shock, amusement, or just plain curiosity. Traditional branding often aims to create a consistent, calm narrative, but chaotic branding does the opposite.
It throws in surprises, it’s imperfect, and it’s okay with that.
Look at?Crocs?and their wild collaborations. Platform Crocs with?Balenciaga?
Chicken-scented charms with?KFC? It’s all absurd, and yet it’s perfect for them.
Crocs took something that was seen as a fashion “don’t” and made it into an iconic statement.
The unpredictability of their collabs has made them a brand people talk about—whether they love it or hate it, they remember it.
The power of chaos lies in the emotional reactions it evokes. Brands that can create surprise or intrigue are brands that stick in people’s minds. But it’s not about being random for the sake of it—the chaos needs to make sense with the brand’s overall identity.
This is a Crocs/Balenciaga unboxing ---->
Let’s not pretend this strategy is all upside.
Embracing chaos can backfire.
If you’re inconsistent without a purpose, you risk confusing your audience. People might pay attention at first, but if they can’t figure out who you are or what you stand for, they’ll move on.
There’s also the risk of going too far.
Chaos can attract criticism, especially if it feels provocative or controversial just for the shock value. Brands like?MSCHF?walk a fine line—sometimes their moves work brilliantly, but there’s always the chance they’ll alienate part of their audience or end up with backlash.
The key to succeeding with chaos is intention.
Brands like?Liquid Death?know exactly why they’re being disruptive, and it aligns with their brand values. The chaos is never random; it’s a deliberate strategy to be different, to connect, and to stand out.
The magic happens when you find balance—what we might call 'structured chaos.' Sure, be unpredictable, be bold, but have a purpose behind it. You need a solid foundation, a clear brand identity that gives meaning to the madness.
Takell Glossier, for instance. Their content often feels spontaneous, largely because they encourage their community to create and share it. This user-generated content can be messy, but it’s real, and it’s relatable. It gives a sense of chaos—an authentic, unfiltered glimpse into real people using their products—but the brand’s overall look and feel remain consistent.
That’s structured chaos at its best.
What Businesses Can Learn from Chaotic Branding
If you’re thinking about incorporating a bit of chaos into your branding, here’s what you need to remember:
Brands that take risks, embrace the unexpected, and create a little chaos are the ones that make a mark. If it’s done right, chaos can make your brand unforgettable—capturing hearts, sparking conversations, and carving out a unique space in consumers’ minds.
With love,
Alex
?? Ready to shake things up with your brand? At Kredo Marketing, we help businesses create strategies that stand out—even if that means embracing a little chaos.
Let’s work together to craft a brand identity that makes waves. ??
This is really good one! Loved to read it