Branding in the age of fragmentation: how small details build great brands
Building a brand has never been easy, but for years, the formula was almost foolproof. There were fewer brands, fewer distractions, and less noise.
A strong creative agency would craft a memorable campaign, with a powerful slogan or tagline and an aspirational image—and all it took was repeating that message across the most impactful channels over time. That’s how brands secured a place in consumers’ minds.
But those days are gone.
Today, we live in a fragmented world, where every second of attention is fiercely contested between traditional mass media and an endless stream of new formats emerging daily—especially in the digital space.
It’s a 360° cycle that moves at breakneck speed, never truly stopping, demanding brands to rethink how they capture and retain audience attention.
We are surrounded by 15-second ads, TikTok videos, Instagram Reels and carousels, Pinterest mood boards, tweets on X (formerly Twitter), Threads content, and even Bluesky posts—because nothing can be left out.
Snapchat, against all odds, is still alive, Reddit has made a comeback, Facebook refuses to disappear, while billboard campaigns, TV ads, pre-rolls, and influencer collaborations continue to dominate.
Meanwhile, WhatsApp is building strong communities, Telegram is not to be ignored, and brands must navigate this maze of fragmented channels and formats—all while tracking metrics, optimizing performance, and driving sales.
Because, at the end of the day, that’s the ultimate goal.
And here lies the challenge: amidst so much fragmentation, many brands lose their way. They let go of what truly matters—coherence, whether visual or verbal, but above all, purpose and strategic clarity, which are now more crucial than ever.
The most successful brands don’t get lost in this chaos. Instead, they embrace fragmentation as a photographic narrative, where each piece of communication is like a standalone photo that, when combined, forms a greater story—a puzzle piece that creates a unique, rich, and engaging image.
Because, in the end, it’s the small touches, the tiny details—when built on the same purpose—that come together to form something truly powerful.
Small details, big results
Today, building a brand requires strategy, coordination, and an integrated approach. Every ad, post, or video should function as part of a larger narrative, like photographs arranged in an album that tell a single story.
This is where the media multiplier effect makes all the difference: when channels and formats work together, the impact is not just greater—it becomes memorable.
A perfect example is Coca-Cola’s “Share a Coke” campaign, which launched in Australia in 2011.
At the time, the brand faced the challenge of reconnecting with younger consumers in a saturated market where soft drink consumption was declining.
There was a sales problem, and the key question that led to the solution was simple yet spot-on:
“How can we make the Coca-Cola experience more personal and relatable?”
The answer? Replacing the iconic Coca-Cola logo with common first names on bottles, creating an experience that spoke directly to consumers.
What started as a local campaign turned into a global phenomenon, because it was designed to work across multiple channels:
Billboards – The message was clear, universal, and impossible to ignore.
Social Media – Consumers were encouraged to share photos of their personalized bottles, creating an organic movement of pride and connection.
Retail Experiences – Interactive vending machines allowed customers to create their own bottles, making the brand experience unique and unforgettable.
But the true genius of this campaign lay in its connection to Coca-Cola’s core purpose: creating moments of happiness and connection between people.
By personalizing something as simple as a bottle, the brand transformed its product into a platform for sharing, affection, and inclusion.
Each named bottle was more than just an object—it was an invitation to create memories, gift someone special, or celebrate friendships.
Context matters—and a lot
Adapting campaigns to context isn’t a choice—it’s a necessity. But adapting doesn’t mean losing consistency.
Strong brands maintain their visual, emotional, and narrative identity intact, even when adjusting their message to different platforms.
A brilliant example is Spotify’s annual Wrapped campaign, which showcases how a brand can adapt its storytelling to each channel while leveraging its unique characteristics—without ever losing its essence.
On Social Media – Spotify embraces personalization and sharing, creating a unique emotional connection with users. The customized statistics, tailored to each individual, encourage spontaneous sharing, turning data into a source of pride and conversation.
This is Spotify’s most engaging space, with users eagerly awaiting their annual Wrapped selection—especially in the final quarter of the year. Sharing Wrapped becomes a ritual, a way to showcase musical taste, a friendly competition between friends, and an expression of identity.
This creates a cycle of sharing and connection, reinforcing the brand’s emotional impact and social relevance.
On Digital Platforms – Spotify’s short animated videos are designed to capture attention in a fast-scrolling environment filled with content overload.
The fun and irreverent tone stays true to the brand’s DNA, but the execution is optimized for the quick, visual nature of digital feeds.
On Billboards & Outdoor Advertising – The context here is completely different. Messages are simplified and rely on universal humor to make an impact on a diverse, fast-moving audience.
The bold visuals and witty storytelling ensure the campaign stands out, even in visually competitive spaces.
Spotify understands the context in which it communicates and leverages this insight to maximize campaign effectiveness.
Each piece of communication, while tailored to its specific channel, reinforces the broader brand narrative—being irreverent, personal, and deeply connected to its users' musical experiences.
This balance between adaptation and consistency is what makes Spotify’s communication so effective.
Each element of this campaign is like a photo captured from a different angle, yet all contribute to a single, cohesive strategy.
Purpose at its core
Leo Burnett once said:
"Good advertising does not just circulate information. It penetrates the public mind with desires and beliefs."
This principle is what separates memorable brands from disposable ones—a clear purpose that is reflected in every communication.
More than one-off campaigns with a beginning, middle, and end, brands need to ensure that their messaging is aligned with a larger narrative—the ongoing story of the brand and its central purpose.
Every campaign should feel like a natural extension of the brand’s identity, reinforcing what it stands for in the long run.
It is this consistency, supported by meaningful actions, that turns brands into icons and creates lasting emotional connections with consumers.
In other words, each campaign must seamlessly connect to the next, even if the themes differ.
The underlying foundation—the brand’s purpose—must always be present.
This guiding thread ensures that, over time, every action builds a unique and cohesive identity, strengthening emotional ties with the audience.
A brilliant example of a brand that transforms purpose into tangible results is Patagonia.
With a mission to save the planet, every action and communication from the brand is aligned with this commitment: Products built to last – prioritizing quality above all - and use of recycled and organic materials – reinforcing its sustainability-driven values.
The true strength of Patagonia lies in its activism.
Patagonia’s commitment to donating 1% of annual sales to environmental causes isn’t just philanthropy—it’s purpose-driven marketing.
In 2022, Yvon Chouinard, Patagonia’s founder, made an unprecedented decision: he transferred ownership of the company to two entities—the Patagonia Purpose Trust and the nonprofit Holdfast Collective.
This structure ensures that 100% of the company’s non-reinvested profits are directed toward fighting climate change and protecting the environment.
Instead of distributing excess profits to owners or shareholders, Patagonia only retains what is necessary to operate, innovate, and grow sustainably.
All remaining profits—anything not essential for running and securing the company’s future—are directly invested in environmental initiatives through the Holdfast Collective.
Beyond major decisions like this, Patagonia brings its commitment to life through concrete actions, such as the Worn Wear campaign.
This initiative encourages customers to repair, reuse, and resell their used clothing instead of buying new items.
While it doesn’t generate additional profit, it extends the lifecycle of products and reinforces the brand’s message: protecting the planet through conscious consumption.
Every action, campaign, and communication piece is unique, but when seen together, they form a cohesive and authentic narrative—one of purpose, sustainability, and authenticity.
This consistency is what makes Patagonia so powerful.
By staying true to real, value-driven decisions, Patagonia has become a global benchmark—a brand that doesn’t just talk about its values but actively lives them, day after day.
At its core, Patagonia doesn’t just sell clothing—it sells a movement of environmental consciousness.
Brand success requires strategic clarity
In a fragmented landscape, strategic clarity is what separates strong brands from irrelevant ones.
Every post, video, ad, PR action, event, or initiative must be aligned with the brand’s greater purpose.
Trying to be everywhere or please everyone is not a strategy—it’s a mistake that can undermine all previous branding efforts.
In the End, Everything Must Make SenseFrom the first interaction to the final campaign, every communication element, gesture, and action must contribute to a larger, cohesive, and intentional narrative.
Every decision should reinforce the brand’s identity and values, even as formats and channels evolve. Before launching any campaign or initiative, one critical question must always be asked:
“Is this campaign, in every action, aligned with our brand values and adding to our story? Or is it just creating noise, confusion, and straying from our purpose?”
Even more importantly, no decision should be made in isolation or based on the personal taste of a brand manager, owner, or designer. Choices like colors, themes, and events must be rooted in the story the brand wants to tell, rather than dictated by fleeting trends or momentary whims.
A brand that ignores its purpose and makes disconnected decisions risks losing credibility and weakening its identity. Every action, campaign, or event should be part of something bigger. When individual pieces are created independently, without coherence, the audience senses the disconnection—and trust in the brand fades.
What separates a memorable brand from just another name is consistency, clarity, and commitment to purpose.
David Ogilvy believed that creative decisions should always serve a clear and effective goal. The same principle applies here: everything a brand does must align with its core purpose, avoiding missteps that dilute its essence.
The challenge is evolving without losing identity. Because, in the end, every small detail, when built on a brand’s purpose, forms a greater whole—like a photographic narrative that, page by page, comes to life and builds a timeless legacy.
“Move the brand forward without moving it off course.”
