{"id":62594,"date":"2024-10-28T08:00:51","date_gmt":"2024-10-28T12:00:51","guid":{"rendered":"https:\/\/businessesgrow.com\/?p=62594"},"modified":"2024-10-28T08:00:51","modified_gmt":"2024-10-28T12:00:51","slug":"unhinged-brands","status":"publish","type":"post","link":"https:\/\/businessesgrow.com\/2024\/10\/28\/unhinged-brands\/","title":{"rendered":"DGAF: Why unhinged brands could be the safest marketing path"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-62612\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/10\/dgaf-brands-.jpg\" alt=\"unhinged brands\" width=\"634\" height=\"634\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/10\/dgaf-brands-.jpg 634w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/10\/dgaf-brands--300x300.jpg 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/10\/dgaf-brands--150x150.jpg 150w\" sizes=\"(max-width: 634px) 100vw, 634px\" \/><\/p>\n<p>Some brands are making a U-turn away from safe and reliable marketing practices into something bizarre and even &#8230; horrifying. The trade press began to characterize the new wave of unhinged brands as DGAF (for Don\u2019t Give a F*ck).<\/p>\n<p>But nothing could be further from the truth. These brands care deeply about their products and customers but realize that their enemy is indifference. Without awareness and conversations about the product, there are new sales. A disruptive narrative unlocks consumer attention and the DGAF brands are plowing into exciting new territory.<\/p>\n<p>To understand the connection between today&#8217;s over-the-top weirdness and consumer attention, we need to start with Liquid Death.<\/p>\n<h2>Liquid Death: A pioneer of unhinged brands<\/h2>\n<p>When it comes to disrupting a boring brand narrative, Liquid Death is a rocket-fueled joyride to the kingdom of badassery. It\u2019s turned a bland, commoditized category (water) on its head by breaking every marketing taboo in the history of marketing taboos.<br \/>\nThis is fearless marketing.<\/p>\n<ul>\n<li>Let\u2019s start with the name. \u201cDeath\u201d is usually not the ideal topic to bring up when selling a consumer product, especially when competitors are normally called something like Rainbow Springs.<\/li>\n<li>And its packaging. Water is supposed to be a symbol of purity. Liquid Death does the opposite\u2014it\u2019s sold in oversized aluminum cans featuring a macabre illustration of a heavy metal skull. By embracing the imagery and language of darkness and danger, Liquid Death subverts every expectation of what a politically correct brand should be.<\/li>\n<li>One notorious campaign featured a blind taste test in which participants compared Liquid Death to toilet water. The brand\u2019s founder, Mike Cessario, drank from a toilet on camera to prove that Liquid Death tastes better.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-62610\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/10\/liquid-death.jpeg\" alt=\"liquid death\" width=\"500\" height=\"260\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/10\/liquid-death.jpeg 311w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/10\/liquid-death-300x156.jpeg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p>The brand embraces its (many) critics. One review said, \u201cI would rather lick the back of a sweaty fat man than drink Liquid Death.\u201d The company turned this into a viral video when it asked customers to lick the back of a sweaty fat man. It quickly proved that 100% of consumers prefer its drink.<\/p>\n<p>You really need to see this:<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-62609 size-medium\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/10\/Liquid-Death-Ad-300x300.png\" alt=\"unhinged brands\" width=\"300\" height=\"300\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/10\/Liquid-Death-Ad-300x300.png 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/10\/Liquid-Death-Ad-1024x1024.png 1024w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/10\/Liquid-Death-Ad-150x150.png 150w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/10\/Liquid-Death-Ad-768x768.png 768w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2024\/10\/Liquid-Death-Ad.png 1051w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Liquid Death aligns with controversial figures and subcultures like heavy metal bands and tattoo artists. By embracing fringe elements of society, Liquid Death appeals to consumers who feel alienated by the mainstream and crave a sense of belonging and rebellious fun.<\/p>\n<h2><strong>Unhinged brands emerge<\/strong><\/h2>\n<p>Recently I wrote about the nightmarish <a href=\"https:\/\/businessesgrow.com\/2024\/10\/07\/nutter-butter\/\" target=\"_blank\" rel=\"noopener\">TikTok videos published by Nutter Butter<\/a> brand cookies. If you haven&#8217;t checked this article out, go ahead, I&#8217;ll wait.<\/p>\n<p>At a time when many marketers are covered in fear-induced night sweats over the potential to make a mistake or offend, there&#8217;s a growing crop of brands proving people will reward crudeness and candor when it\u2019s actually entertaining. The strategies and product markets differ, but brands like Nutter Butter, Liquid Death, Duolingo, and <a href=\"https:\/\/www.fastcompany.com\/90999615\/pop-tarts-edible-mascot-branding-trends\" target=\"_blank\" rel=\"noreferrer noopener\">Pop Tarts<\/a> are using edgy, agile laughs to win over audiences. Arguably, the <a href=\"https:\/\/businessesgrow.com\/2024\/12\/02\/jaguar\/\" target=\"_blank\" rel=\"noopener\">much-maligned Jaguar re-brand<\/a> is a DGAF nod to the old school marketing world.<\/p>\n<p>While there has always been an element of weird in the ad world, I think we&#8217;re on a cusp of really audacious content because the world is ready for it.<\/p>\n<h2>Indifference is the enemy<\/h2>\n<p>I don&#8217;t pretend to completely understand the imagery and narrative presented by Nutter Butter or Liquid Death. But I do understand that they have people talking.<\/p>\n<p>And I love this refreshing take. It&#8217;s objectionable but not offensive. I mean, what is the legal department going to say about people licking sweat of a guy&#8217;s back?<\/p>\n<p>It doesn&#8217;t cross a line because it creates new lines in a unique brand universe. Liquid Death and Nutter Butter have looked at the &#8220;rules&#8221; of water and cookies and determined that they need to be re-written. Awesome.<\/p>\n<p>Weird marketing isn&#8217;t new but perhaps it is newly relevant in a world where people are just tired of the same repetitive ads and marketing.<\/p>\n<p>If you&#8217;re going to take a big brand risk, maybe the safest play of all is inventing a new world where there are no rules and nobody to offend. Even <a href=\"https:\/\/www.instagram.com\/reel\/DAo52Y7vzbI\/?utm_source=ig_web_copy_link&amp;igsh=MzRlODBiNWFlZA==\" target=\"_blank\" rel=\"noopener\">small brands<\/a> are entering the DGAF universe.<\/p>\n<h2>You only win with brand<\/h2>\n<p>In an <a href=\"https:\/\/www.youtube.com\/watch?v=JqOwLMHPuME&amp;t=3373s.\" target=\"_blank\" rel=\"noopener\">interview<\/a>, Liquid Death founder Mike Cessario contended that dull is usually embedded in a brand from the beginning. \u201cEntrepreneurs create something new. They have a product name, and maybe they hire a graphic designer, but it\u2019s not that interesting or smartly branded. Later in the game, when they have money, they hire marketing agencies to build campaigns around this uninteresting thing to make people care about it, or somehow make it relevant when it\u2019s not. But when you can have the people involved at the beginning who understand culture and psychology and have them create the brand, it\u2019s a far more powerful position.<\/p>\n<p>\u201cYou\u2019re only going to win with branding. You won\u2019t win with some functional ingredients you can\u2019t own. In that case, when you\u2019re big enough, Coke or Pepsi or someone else will just produce the same thing\u2014same ingredients, cheaper, more widely distributed, and then you lose. With water, there\u2019s minimal, if any, functional difference between the brands. The difference is purely marketing. People want to walk around with this thing instead of that thing. None of the water brands were interesting. I did my homework. There was a huge opportunity to tell a different story.<\/p>\n<p>\u201cThe big mistake entrepreneurs make is thinking \u2018what has worked in the past is what\u2019s working now\u2014let\u2019s make something like that.\u2019 Most new things are just copies of existing things. If you aspire to be truly unique or innovative, you have to trick your brain and force yourself to consider bad or dumb ideas. That makes you consider things that don\u2019t exist, because why would anyone create a product that\u2019s a bad idea?\u201d<\/p>\n<p>DGAF brands? No. The wisdom is far beyond that.<\/p>\n<p><em><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-60708\" tabindex=\"0\" role=\"button\" src=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-300x298.png\" sizes=\"(max-width: 217px) 100vw, 217px\" srcset=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-300x298.png 300w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-85x85.png 85w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-100x100.png 100w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-50x50.png 50w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-150x150.png 150w, https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2.png 900w\" alt=\"\" width=\"217\" height=\"216\" data-attachment-id=\"60708\" data-permalink=\"https:\/\/businessesgrow.com\/uprising\/speaking-shot-mark-schaefer-2\/\" data-orig-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2.png\" data-orig-size=\"900,894\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Speaking shot Mark Schaefer 2\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2-300x298.png\" data-large-file=\"https:\/\/businessesgrow.com\/wp-content\/uploads\/2023\/11\/Speaking-shot-Mark-Schaefer-2.png\" \/><strong>Need a keynote speaker?<\/strong>\u00a0Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world\u2019s bestselling\u00a0<a href=\"https:\/\/businessesgrow.com\/social-media-marketing-books\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing books,\u00a0<\/a><\/em><em>a college educator, and an advisor to many of the world\u2019s largest brands.\u00a0<a href=\"https:\/\/businessesgrow.com\/contact\/\" target=\"_blank\" rel=\"noopener noreferrer\">Contact Mark<\/a>\u00a0to have him bring a fun, meaningful, and memorable presentation to your company event or conference.<\/em><\/p>\n<p><em>Follow Mark on\u00a0<a href=\"https:\/\/twitter.com\/markwschaefer\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>,\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/markwschaefer\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>,\u00a0<a href=\"https:\/\/www.youtube.com\/channel\/UCHeqwN52RM7GIrKEE5INpng\" target=\"_blank\" rel=\"noopener\">YouTube<\/a>, and\u00a0<a href=\"https:\/\/www.instagram.com\/markwschaefer\/\" target=\"_blank\" rel=\"noopener\">Instagram<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you look at the advertising in the news these days, it might seem like ad creatives have gone off the deep end. But these unhinged brands might be taking the safest path to disruptive marketing. <\/p>\n","protected":false},"author":3,"featured_media":62612,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[77,25,29,39,52,233],"tags":[],"class_list":["post-62594","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-marketing-best-practices","category-marketing-strategy","category-social-media-best-practices","category-social-media-strategy","category-trending"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DGAF: Why unhinged brands could be the safest marketing path - Schaefer Marketing Solutions: We Help Businesses {grow}<\/title>\n<meta name=\"description\" content=\"If you look at the advertising in the news these days, it might seem like ad creatives have gone off the deep end. 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