Stop Chasing

In the desperate race to stand out, too many brands end up looking exactly alike

I'm getting really tired of watching businesses chase marketing trends like my dog, Shelby, chases the red laser light from my infrared digital thermometer.

Every time I turn around, there's another social media craze, algorithm update, AI-generated slop, or supposedly revolutionary marketing tactic that everyone simply must embrace before it's too late. Before they even pause to think about it, they abandon their marketing strategy to chase whatever happens to be popular today.

Frankly, it's exhausting to watch.

Before I really rant, please don't misunderstand me: trends aren't inherently bad, and I'm certainly not suggesting businesses should ignore new opportunities, technologies, or ways to connect with customers. That being said (or, in this case, written), there's a considerable difference between using a trend to support your marketing strategy and allowing trends to become your marketing strategy.

The latter is a terrific way to become completely forgettable.

Strong brands are built through consistent messaging, recognizable personalities, and clearly defined values over time. They know who they are, who they serve, what makes them different, and, most importantly, how to communicate that to their audience. Constantly changing your approach to accommodate whatever the algorithm happens to favor this week doesn't reinforce those things as much as it dilutes them.

The real irony is that in their desperate attempt to stand out, trend-chasers often end up looking exactly like everyone else.

While I'm on my soapbox, I also believe there's a dangerous tendency to confuse visibility with success. A post might generate thousands of impressions, hundreds of likes, or even go viral (whatever that means these days). Congratulations. Super. Bravo. However, if none of those people are your ideal customers, what exactly have you accomplished?

Activity doesn't always mean progress, and attention doesn't automatically translate into new clients. Candidly, I'd much rather see a company consistently reach a few hundred people who genuinely see value in what they offer than attract thousands who will forget they even exist thirty seconds later as they doom scroll.

To be clear, I'm not suggesting you ignore trends altogether. If a trend fits your brand story, connects with your audience, and supports a legitimate business objective, by all means, run with it.

The goal isn’t to reach everyone. It’s to matter to the right people.

So, pay attention to trends and experiment when it makes sense. But stop allowing algorithms, viral moments, and the latest shiny object to dictate who you are and how you communicate.

Maxing the algorithm isn't your goal, going viral isn't a business strategy, and being everywhere means absolutely nothing if nobody remembers who you are.

The bottom line: stop chasing what's next and start building something that lasts.