• Authenticity and purpose are key. Bold campaigns succeed when they align with brand values and feel genuine rather than opportunistic. John Jorgenson’s campaigns at Cambium align with the brand’s mission to help K-12 teachers and students feel seen, valued, and supported. The campaigns are directly informed by educator feedback and demonstrate a clear sense of purpose that resonates.

• Trust and emotional resonance are also important. Trust is among the top factors influencing consumer decisions, according to an April 2024 Edelman survey of consumers worldwide. Brands that evoke strong emotions—humor, inspiration, empathy, or even provocation—can connect deeply with audiences, creating memorable experiences that reinforce trust and loyalty.

• Messaging matters in both B2B and B2C. A 2024 Magna Global and LinkedIn survey found that many marketers believe B2B ads lack humor, emotional appeal, or relatability. In their messaging, B2B marketers should focus more on bold storytelling and less on the functional aspects of a product or service.

• Disruptive creativity is a hallmark. Innovative strategies and visually striking executions help brands differentiate themselves. When Jenny Wall was CMO at Hulu, she promoted the launch of “The Handmaid’s Tale” in an unusual location as a bold statement on women’s and human rights. The women wore red robes and walked silently two by two, not interacting with anyone at South by Southwest, sparking provocative conversation.
• Bold naming conventions differentiate brands. A unique and unexpected name can help a brand stand out. Michael Welts’s company focuses on a specific market category called “hot storage.” By rebranding as Wasabi, he created a distinctive and memorable brand identity.

Read the full report, How CMOs Balance Brand Integrity and Bravery.