the challenge of modern brand building

The pressure to perform on social media is only getting higher. Between keeping up with platform changes, producing endless content, and showing results through engagement metrics, it’s easy to get caught up in the day-to-day social machine. Viral moments and trends become tempting shortcuts, and for a moment, it feels like you’re winning the game.

but here’s the question that keeps CMOs up at night: what is all this activity actually doing for my brand?

The challenge goes deeper than just trend-chasing. When social media strategies focus only on engagement and reach, the very elements that make your brand memorable – its unique assets, character, and story – often get diluted across platforms. Meanwhile, marketing budgets are increasingly shifting from traditional channels to social media, making the stakes even higher.

This isn’t about choosing between traditional brand building and social media success – that’s a false choice. Your brand can be both distinctive AND social-savvy. It’s about adapting proven brand-building principles for a social-first world, where consistency matters just as much as creativity.

“in lieu of flowers, please do a Duolingo lesson”

Just look at how Duolingo handled their recent viral moment. When they announced Duo’s “death”, the stunt captured 84% of all Super Bowl ad conversations — without spending millions on a TV spot. Even in “death,” Duo stayed true to the brand’s playful voice with posts like “In lieu of flowers, please do a Duolingo lesson.” This wasn’t just random chaos – it was carefully orchestrated brand building that delivered real results.

But here’s the key: what works for Duolingo won’t work for everyone. A financial institution trying to replicate this unhinged energy would likely damage trust rather than build it. A luxury fashion house attempting to join every viral trend might dilute their aspirational appeal. The goal isn’t to copy successful social brands, but to find authentic ways to translate your brand’s distinctive assets into social currency.

The most successful brands on social media aren’t just generating engagement; they’re building distinctive memory structures that will stick with consumers long after they’ve scrolled past. They’re finding ways to make their brand assets work harder in stories, reels, and posts, while maintaining a clear and consistent brand presence across all touchpoints.

Because in this rapidly evolving landscape, the challenge isn’t just to be seen, but to be remembered.