The CMO Playbook for Surviving Economic Downturns

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Stop Chasing Virality: Build a Brand That Outlives the Algorithm

Let’s get one thing straight: if your marketing strategy is “go viral,” you might as well be playing darts blindfolded in a hurricane. Sure, you might hit the bullseye once, but odds are you’re just going to break a lamp and embarrass yourself.

Virality is not a strategy. It’s a side effect. A symptom. Like sneezing when you look at the sun. It’s not predictable, it’s not sustainable, and it sure as hell isn’t a business model.

The Cult of Virality: A Modern Marketing Mirage

Somewhere along the way, marketers started worshipping at the altar of the algorithm. “If we can just get this TikTok to blow up,” they say, “we’ll be set.”

Here’s the problem: algorithms are fickle. They change more often than a teenager’s mood. And when your entire brand is built on chasing trends, you’re not building equity—you’re building sandcastles at low tide.

Let’s look at the data:

Only 1.6% of TikToks go viral (defined as 100K+ views). Source: Influencer Marketing Hub
Of those, less than 0.3% lead to measurable business outcomes (sales, signups, etc.)
Meanwhile, 89% of consumers say they stay loyal to brands that share their values. Source: Edelman Trust Barometer

Translation: virality is a sugar high. Brand is the protein shake that builds muscle over time.

Brand > Buzz: The Long Game That Actually Wins

Let me introduce you to a radical idea: instead of trying to be the next viral sensation, be the brand people remember when they actually need something.

That means building a brand that’s:

Consistent: Across channels, across time, across moods
Authentic: Not just “relatable,” but real
Valuable: Actually solves a problem or makes life better

Think Patagonia. Think Mailchimp. Think Duolingo (yes, even with the owl memes—they still deliver a killer product).

The 3-Part Framework for Building a Brand That Doesn’t Suck

Here’s a simple framework I call the “Brand Backbone.” It’s not sexy, but it works harder than a caffeinated intern during pitch week.

Clarity: Know who you are and what you stand for.
- What’s your mission?
- What’s your tone of voice?
- What do you say “no” to?
Consistency: Show up the same way, every time.
- Visual identity
- Messaging pillars
- Customer experience
Community: Build relationships, not just reach.
- Engage with your audience like they’re humans (because they are)
- Reward loyalty
- Turn customers into advocates

It’s not rocket science. It’s just good marketing. Which, these days, feels like a revolutionary act.

Case Study: Liquid Death’s Brand-First Blitz

Let’s talk about Liquid Death. Yes, the canned water company that looks like it should be selling IPA to metalheads in a dive bar.

They didn’t go viral by accident. They built a brand so distinct, so unapologetically weird, that people couldn’t help but talk about it. Their tagline? “Murder your thirst.” Their mission? Kill plastic pollution. Their vibe? If Slayer started a sustainability startup.

They didn’t chase virality. They built a brand so strong, virality chased them.

Truth Bomb Time

“If your brand disappears tomorrow and no one notices, you didn’t have a brand—you had a content calendar.”

Let that one marinate in your marketing soul for a minute.

How to Escape the Virality Trap (Starting Today)

Here’s your no-BS, step-by-step plan to stop chasing likes and start building legacy:

Audit your brand: Is it clear, consistent, and compelling? Or is it just “meh” with a logo?
Stop trend-hopping: If you’re doing the latest dance challenge and you sell accounting software, we need to talk.
Invest in storytelling: Real stories. Real people. Real impact.
Measure what matters: Not views. Not shares. But actual business outcomes—revenue, retention, referrals.
Play the long game: Because the best brands aren’t built in a day—they’re built every day.

Final Word: Be the Brand, Not the Meme

Look, I get it. Virality is seductive. It’s the marketing equivalent of a Vegas jackpot. But if you want to build something that lasts—something that outlives the next algorithm update—you need more than a lucky post. You need a brand with backbone.

So stop chasing the dopamine hit of digital fame. Start building something people actually care about. Because when the likes fade and the trends die, your brand is what’s left standing.

And that, my friend, is how you win