Coca-Cola’s iconic branding strategy has remained largely unchanged for over a century. The signature red-and-white color scheme, the dynamic ribbon, and the timeless typography have made it one of the most recognisable brands in the world. Their secret? Consistency. Yet, in an era dominated by TikTok, where trends come and go within weeks, the idea of long-term brand consistency is under threat.

The question is: How do brands navigate the rapid cycles of cultural trends without losing their essence?

The traditional rules of branding emphasised longevity and coherence, but social media, especially TikTok, has transformed the marketing landscape into a battlefield of short-lived virality. Today’s brands must strike a delicate balance: adapt quickly or risk irrelevance, but evolve too fast, and they lose their core identity.

So, how are major brands adapting? And should they even try to keep up?

Branding Trends Are a Double-Edged Sword

The average lifespan of a TikTok trend is about seven days. In contrast, marketing campaigns of the pre-digital era were designed to last months or even years. According to Kantar’s 2024 BrandZ report, brands that frequently change their messaging without a core identity lose consumer trust 34% faster than those that maintain consistency. Yet, brands that fail to engage in trending content experience a 23% decline in engagement among younger audiences.

Take Duolingo, for instance. The language-learning app has become a master of trend adaptation. Their social media team uses TikTok memes, playful jabs at their brand persona, and real-time engagement with viral trends. The result? A 66% increase in social media-driven app downloads from 2022 to 2024. However, this strategy might not work for every brand. Luxury brands like Rolex or Hermès, built on prestige and exclusivity, have little to gain from hopping on fleeting trends.

This divide presents a critical question: Which brands should embrace the chaos, and which should maintain their distance?

The Cost of Chasing Trends

Frequent rebranding and rapid adaptation to social media trends aren’t cheap. The financial burden of constantly shifting marketing strategies is substantial. A study by McKinsey found that brands investing heavily in short-lived trend-based marketing see an 18% increase in customer acquisition costs (CAC) compared to those focusing on long-term brand building.

Consider Pepsi’s marketing history. While Coca-Cola has remained consistent in its branding, Pepsi has changed logos 12 times since 1898, often in response to shifting trends. Their most recent 2023 rebrand aimed to capture the bold, digital-centric aesthetic of Gen Z. While it generated initial buzz, it also required a $1 billion global marketing overhaul.

In contrast, Apple has maintained its minimalist branding for decades, allowing its products, not fleeting trends, to drive engagement. Their unwavering identity has helped them maintain a loyal customer base that spends 32% more per purchase compared to Samsung users.

Brands must assess whether the return on investment (ROI) of short-term engagement outweighs the long-term costs of inconsistency.

How Global Giants Are Handling the Trend Explosion

Not all brands are struggling to keep up. Some, like Nike and McDonald’s, have found ways to leverage trends while maintaining their identity.

Nike does not blindly chase every viral moment. Instead, it integrates relevant trends into its long-term storytelling. For instance, its collaborations with influencers and micro-celebrities are always aligned with the company’s core themes: performance and empowerment.

The “Dream Crazier” campaign featuring Serena Williams resonated with both social justice movements and mainstream audiences, generating 50 million views in a week while reinforcing Nike’s core messaging. Nike also uses data-driven insights to predict which trends have lasting potential.

McDonald’s Nostalgia Meets Virality

McDonald’s has mastered the art of blending nostalgia with viral trends. The return of the “Grimace Shake” in 2023 became a TikTok sensation with over 3 billion views, leading to a 17% spike in quarterly sales. While the campaign leveraged a fleeting trend, it was deeply rooted in McDonald’s long-standing brand nostalgia.

Indian Brands That Standout

Indian brands have also made significant strides in adapting to changing consumer behaviors without losing their core identity. For instance, Amul, India’s largest dairy brand, has been a pioneer in leveraging moment marketing. Their signature topical ads provide witty and relevant takes on current events while maintaining their heritage-rich brand voice. This strategy has helped Amul remain one of the most recognized and trusted brands in India for decades.

Similarly, Zomato, the food delivery giant, thrives on real-time trend adaptation. Combining humor, pop culture references, and quick engagement with trending topics, Zomato’s social media marketing has become an industry benchmark. Their Twitter interactions, meme-based promotions, and hyper-localised campaigns have led to significant audience engagement without diluting their core brand mission of food accessibility and convenience.

Tata, one of India’s most respected conglomerates, has managed to embrace modern marketing techniques while maintaining its legacy of trust and quality. Tata Tea’s “Jaago Re” campaign is an excellent example of purpose-driven branding that aligns with contemporary social issues while staying true to the company’s ethical foundations.

Brands that incorporate trends into their existing brand DNA rather than reinventing themselves every few months are more likely to succeed.

The Risk of Trend Fatigue

While trend-driven marketing can boost engagement, it comes with the risk of audience fatigue. A HubSpot survey found that 62% of consumers feel overwhelmed by brands constantly changing their messaging. This over-saturation can dilute brand equity and reduce consumer trust.

One notable example is Burger King’s 2021 rebrand. The company attempted to modernise its image by embracing a bold, digital-first aesthetic. However, it coincided with an overload of similar rebrands across industries, leading to consumer disengagement. In contrast, brands like Patagonia have remained unwavering in their sustainability-driven messaging, gaining 24% more brand loyalty in the past five years.

Actionable Strategies Brands Are Using Today

To thrive in a fast-changing environment, brands are implementing structured strategies rather than reacting impulsively. Adidas, for instance, leverages artificial intelligence to track emerging cultural shifts, ensuring they invest in trends that have staying power rather than fleeting internet fads.

Similarly, LEGO creates marketing campaigns that integrate viral elements while maintaining an overarching brand message, allowing its content to remain relevant beyond the lifespan of a short-lived trend.

Many brands are also turning to micro-influencers instead of relying solely on mega-celebrities. Glossier, for example, has built a strong brand presence by fostering community-driven endorsements through small-scale influencers who provide authentic engagement.

Starbucks, on the other hand, has harnessed user-generated content, as seen in its widely successful Red Cup Challenge, which allows consumers to engage with the brand in a creative, personalised way.

Another effective strategy is hybrid marketing campaigns, as demonstrated by Spotify. The company blends long-term branding with timely, trend-driven engagement, ensuring that while its campaigns remain culturally relevant, they do not lose sight of their core messaging. This strategic balance helps brands avoid the trap of trend fatigue while keeping audiences engaged.

Should Brands Chase Trends or Set Them?

So, in 2025 and generally, the best brands don’t chase trends, they set them. Companies like Tesla and Patagonia have built cult-like followings not by reacting to every viral moment but by staying true to a core vision. Tesla’s refusal to engage in traditional advertising yet still dominating social media conversations is a testament to the power of brand-driven engagement over trend-driven marketing.

So, should brands embrace TikTok and rapid cultural shifts? The answer isn’t black and white. Brands must develop a hybrid strategy:

• Long-term Consistency: Maintain a clear brand identity to build trust and recognition.
• Selective Trend Adoption: Engage with trends that align with core values.
• Data-driven Decision-making: Use analytics to distinguish between temporary fads and lasting movements.
• Content That Provides Value: Instead of chasing virality, brands should focus on creating engaging, meaningful content.

In an era of fleeting trends, the brands that endure are those that blend agility with authenticity. The future of branding isn’t about keeping up, it’s about knowing when to move and when to stay still.

Author: Rafsan Ahmed