Staying True to Your Brand While Leveraging Trends

Over recent months, brands have been striving to stand out in competitive markets while keeping pace with trends that resonate with evolving consumer preferences.

Marketers are working to inspire innovation, engage audiences, and ensure that their brands connect on cultural and social levels.

However, meaningful trend adoption requires alignment with a brand's core values, rather than simply following viral waves.

READ MORE: GymNation Hires McEntee

Finding Success in Aligned Campaigns

An excellent example comes from GymNation's clever April Fools' campaign in 2025, where they teased the launch of the "world’s first in-gym hotel."

The absurd concept tapped into the Middle East's 24/7 gym culture and generated buzz. This playful yet brand-aligned initiative sparked conversations without feeling forced.

Rory McEntee, GymNation's Chief Marketing Officer, explained that effective campaigns come from an authentic connection between the occasion being celebrated and the brand's identity.

They should feel deliberate and relatable, unlike gimmicks that come across as opportunistic or shallow.

Avoiding Trend-Chasing Missteps

McEntee emphasized the importance of asking critical questions before jumping onto a trend:

• Does it align with your brand's values? Skip trends that don’t reflect your core mission.
  
  
• Is it meaningful to your audience? Relevance is key. Don’t just follow trends for the sake of it.
  
  
• Can you add unique value? Avoid copying others and instead offer fresh insights or perspectives.
  
  
• Are you ready to commit long-term? One-off content often feels hollow. Invest in consistent storytelling.
  
  

McEntee noted that bold, unconventional campaigns can deepen customer engagement if executed thoughtfully.

When initiatives are culturally sharp and brand-led, they build relevance rather than fading into the noise.

Turning Stunts Into Meaningful Stories

To make campaigns more impactful, McEntee advocated for rooting them in brand truths and involving the community.

When a stunt reflects a product’s purpose or personality, it creates an authentic and memorable connection.

For instance:

• Specsavers’ Tagline: Their iconic "Should have gone to Specsavers" campaign allows them to cleverly connect their brand with diverse cultural moments.
  
  
• Gymshark’s Humor: Campaigns like "Bite-Sized Protein" and "We hope you fail" tap into gym culture humor, building relatability and encouraging shares among fitness communities.
  
  

McEntee also highlighted the power of co-creation, feedback, and community interaction, turning stunts into collaborative brand stories that foster inclusivity and connection.

Campaigns like Spotify Wrapped and initiatives from Deliveroo and Monzo Bank offer prime examples of this approach.

Building a Tribe Through Shared Humor

By creating moments that feel personal and participatory to their audience, brands can transform their marketing efforts into movement-like energy.

GymNation’s hotel stunt, for example, became an inside joke among fitness enthusiasts, feeling as though it was crafted by the community for the community.

The Bottom Line

Authenticity and purpose should always come first when brands jump on trends. When campaigns reflect a brand's core identity, entertain, and engage in meaningful ways, they become more than just stunts; they build long-term connections and deepen brand relevance.

Source: campaignme

The opinions shared in the GymNation blog articles are solely those of the respective authors and may not represent the perspectives of GymNation or any member of the GymNation team.