Why breaking one’s own rules can be the smartest strategy in 2025
The brandslike people, they can become predictable. And in communication, predictability means losing impact, something vital in infoxication times. For years, the corporate identity manual was law: Typography, tone, colors, messages … All armored and nothing leaves. Today, these self -imposed rules become a cage. And more and more companies discover that if they want to excel in a saturated ecosystem, they have to encourage to break some of their own rules.
I do not speak of improvising. I speak of strategic agility. Brands They are encouraged to change the tone, try new formats, react to a meme or join a trend without going through six filters and three meetings. According to a report from Hootsuitein 2025 many are abandoning uniformity to embrace the disruption: unexpected content, unlikely collaborations, messages that seem more than one person than a department of Marketing, personification!
Why now? Because audiences live in multitence mode. What is relevant at noon has already died at night. If a brand takes weeks to approve a post, it was outside, lost context and therefore impact. Meanwhile, Those that are allowed to react in real time are put in the conversation and generate closeness.
But eye: breaking the manual is not to break the identity, in some point it will be the opposite. Ensuring that identity, acting in real time has even more responsibility and professionalism. But it is to understand that identity can be expressed in a thousand ways, provided that the purpose does not betray. The risk is to confuse disruption with incoherence. And beware, because that is paid expensive. Not everything goes to get on a trending topic.
There are examples. Duolingo He turned the irreverence into a registered trademark, with a character who thinks, ironizes and even mocks himself. In Argentina, some retail brands broke their own aesthetics to parody historical advertisements. It worked because it was genuine. Because he surprised while they are.
The key point is not just daring, but knowing how to read the moment. Outside disruption is noise. Hearings do not expect you to think of everything, but you appear when you have something to say. That is also agility: Choosing where to be, the least is never fashionable in communication.
In 2025, communication is not measured only by visual coherence or repetition of messages. It is measured by the ability to connect, to generate genuine conversations. But above all issues that audiences propose and not the brand. And sometimes, to connect or capture that attention, we must surprise and excel that generalized noise. The question is: Are you willing to break your own manual to listen to you? Or rather, is your team prepared to do it?
*Facundo Farias is a strategic communication consultant.
Source: Ambito
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