The Erosion of Consumer Trust in Big Brands

Why Micro-Insurgent Brands Are Positioned to Win

The corporate landscape has been shifting for a long while now, and it’s becoming increasingly clear: big brands are struggling even more to maintain the trust of the very consumers they’ve relied on for decades. Politics, social issues, and shifting cultural values are putting pressure on established giants. From controversial political stances to tone-deaf marketing campaigns, these companies are finding themselves in a brand crisis. Meanwhile, micro-insurgent brands, small, agile, and deeply rooted in Founder values, are starting to make waves in ways the big players can't touch.

But what does this mean for the future of branding, and more importantly, what can micro-insurgent brands do to capitalize on this seismic shift?

The Trust Crisis: Big Brands Under Fire

Once upon a time, large brands could sit back, chill, and trust that their sheer size and financial might would win over consumers. Fast-forward to today, and we see a different reality. Folx are no longer willing to overlook missteps or questionable behavior. Whether it's misalignment with political or social movements, get'n caught in scandals, or simply failing to innovate, cracks in the armor of big brands are get'n wider and wider.

Take a look at some of the high-profile headlines over the past few years: Companies that once thrived on their mass appeal now face boycotts, protests, and public relations nightmares. Consumers, especially younger generations, are come'n hard for brands, questioning their truth and their true values. Gone are the days of mindless brand loyalty. In the age of social media and information transparency, brands gotta prove themselves, and they gotta do it on the regular.

Enter Micro-Insurgent Brands: Authentic and Agile

I know authenticity is so 2023 but it still holds some power. See, while big brands are dragged down by bureaucracy, legacy processes, and political entanglements, micro-insurgent brands can thrive by embracing values-driven missions and genYOUine™ relatability. Smaller brands may not have the same pockets as their corporate counterparts, but they have something far more valuable: agility, authenticity, and an intimate connection with their communities.

Micro-insurgent brands are not just brands, they’re movers and shakers because their Founders understand that consumers don’t just buy products and services, they buy values, relatable stories, and respectful relationships. These brands know exactly what they stand for, and more importantly, they show up in ways that reflect true values without compromising or sacrificing truth.

Take companies like Slutty Vegan, Liquid Death, and Ben & Jerry’s. They’ve disrupted industries by being unapologetically themselves. They don’t just sell products, they sell cultural movements, identity, and truth. Ben & Jerry's fell off when they were acquired by Unilever but the Founders are still fighting. By standing firm in their beliefs, they’ve built incredibly loyal, almost cult-like followings.

For micro-insurgent brands, it’s not about being “perfect” or trying to appeal to everyone. It’s about owning who they are and giving their audience a brand to connect with on a deeper, emotional level.

Dropping Brand Crumbs for Better Positioning

So, how can micro-insurgent brands take advantage of the crumbling trust in big brands and strategically position themselves for long-term success? The answer is simpler than you think: Drop brand crumbs.

Brand crumbs are the small, consistent, and strategic pieces of content, messaging, and experiences that reinforce your brand’s values and personality. They’re not about going viral with a single post or marketing gimmick. Instead, they’re rooted in showing up repeatedly, adding value to conversations and making an impact in the lives of the audience. Over time, these brand crumbs build a strong foundation for your brand’s identity, and they help consumers find you, trust you, and choose you over the big players.

Here are some actionable strategies for micro-insurgent brands to drop brand crumbs:

1. Start a "Personal Brand Ritual" that Reflects Your Values

Instead of just posting consistently with your brand’s voice, create a personal brand ritual that folx can latch onto. This could be something you do regularly (but in an unorthodox way) that aligns with your values and speaks to your brand's mission. For example:

• The “Real Talk” Hour: Pick one time each week to live-stream or record a candid, no-holds-barred conversation where you share raw insights, challenges, or stories about your industry, your values, or your personal life. Forget the polished, professional façade. This is about realness, not bullshit.

• The “Unfiltered” Newsletter: Send out an email that doesn’t just talk about your products, but also shares your genuine thoughts on what’s happening in your industry, culture, or world. This newsletter could challenge the status quo and stir conversation around things that matter most to your audience.

By incorporating personal, ritualistic behaviors into your brand, you're creating an experience that's more than just marketing. You're giving folx something to look forward to.

2. Create "Unusual Brand Conversations" in Non-Traditional Spaces

Skip the traditional social media platforms and take your brand where it’s not usually seen. Instead of just showing up on Instagram, Twitter, or Facebook, why not infiltrate unconventional spaces to build brand awareness? For example:

• Unexpected Collabs: Partner with businesses, influencers, or even local bars and clubs to create limited-edition items or experiences that aren’t directly related to your core products, but still resonate with your audience. Example: A hot sauce brand teaming up with a local tattoo shop for a "flame tattoo" promo.

• Brandful Guerrilla Marketing: Host small pop-up events that feel like secret, VIP experiences. Maybe it’s a surprise flash gathering at a cool, obscure location; something that makes folx feel like they're in on something exclusive. This creates buzz and gives people stories to tell.

It's about going where your audience isn’t expecting you and creating an unorthodox, memorable experience that stands out from the digital noise.

3. Incorporate “Humor & Wit” Into Your Brand’s Interaction with the World

Rather than just telling your story or sharing your values, infuse humor and wit into your messaging in ways that make folx think while laughing. Humor disarms and makes you memorable. Here’s how to go about it:

• Use Satirical Content: Create memes or videos that poke fun at your industry, competitors, or even yourself (just make sure it’s clever, not mean-spirited). For example, a brand of cleaning products could create a “How to clean your life” meme, showing cleaning tips for the house and life in a tongue-in-cheek way.

• Unexpected Names or Descriptions: Don’t just use boring names. Instead, give them fun, quirky names that are tied to something you love or inside jokes that only your audience would get. For example, a small skincare brand might name their products after mythological creatures: "The Hydra Night Cream" or "Mermaid Dew Serum."

Humor brings lightness to your brand and builds a deeper connection with folx who appreciate it. It’s about making your brand feel like the friend who always has a witty response, turning mundane brand interactions into something fun and unforgettable.

Love me some petty Wendy's quips.

The Future Belongs to Micro-Insurgent Brands

As big brands continue to crumble under the pressure of shifting political and social landscapes, micro-insurgent brands are poised to capitalize on this momentum. By embracing genYOUine™ engagement, building emotional connections, and consistently dropping brand crumbs, your brand can gain ground quickly and organically.

The world doesn’t need another corporate giant. What it needs are brands that dare to be different, that stand firm in their values, and that aren’t afraid to challenge the status quo. If you’re a micro-insurgent brand, now is the time to double down on your unique identity, get loud about what you stand for, and connect with the audience that’s waiting for you.

Ready to stand out in a world where big brands are faltering? Drop your brand crumbs and watch your brand rise.