Why CMOs Should Think Like Product Designers

Table of Contents

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’ll just poke someone’s eye out and get banned from the bar.

Virality is not a strategy. It’s a side effect. A symptom. Like sneezing when you look at the sun. You can’t plan for it, and you sure as hell can’t build a business on it.

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, we’ll be set!” they say, as if a 12-second dance video is going to build brand equity, drive LTV, and make your CFO stop crying into their spreadsheets.

Here’s the truth bomb:

“Virality is a sugar high. Brand is the protein that builds muscle.”

And right now, too many brands are diabetic from chasing likes instead of loyalty.

Why Virality is a Terrible Business Model

Let’s break it down like a 90s boy band:

It’s unpredictable: You can’t control what the internet decides to love today. One minute it’s sea shanties, the next it’s AI-generated pizza commercials.
It’s shallow: Viral content often lacks depth. It might get attention, but it rarely builds trust or tells your brand story.
It’s fleeting: Viral moments are like fireworks—bright, loud, and forgotten in 24 hours. Your brand needs to be more like a lighthouse: consistent, reliable, and not trying to sell me protein powder with every flash.

What to Build Instead: A Brand That Sticks

Want to win in the long run? Build a brand that people remember, trust, and come back to. Here’s how:

1. Nail Your Positioning

If your brand were a person, who would it be? If you say “everyone’s friend,” congratulations—you’ve just described a beige wall. Great brands stand for something. They repel as much as they attract.

Use the Onlyness Statement framework:

We are the only [category] that [unique benefit] for [target audience] because [reason to believe].

Example: “We are the only project management tool that turns chaos into clarity for creative teams because we were built by ex-agency folks who’ve lived the madness.”

2. Create Content That Educates, Entertains, or Empowers

Content should do one of three things: teach me something, make me laugh, or make me feel like I can take over the world (or at least my inbox).

Instead of chasing trends, build a content engine that:

Answers real customer questions
Shares behind-the-scenes stories
Turns your team into thought leaders (not LinkedIn influencers who post selfies with “Just be kind” captions)

3. Build Community, Not Just Audience

Audiences watch. Communities participate. If your followers aren’t talking to each other, you don’t have a community—you have a crowd waiting for the next show.

Start by:

Creating spaces for conversation (Slack groups, Discord, private LinkedIn groups)
Highlighting your customers (UGC, case studies, customer spotlights)
Showing up consistently (not just when you have something to sell)

4. Measure What Matters

Vanity metrics are like cotton candy—fluffy, colorful, and ultimately empty. Instead, track:

Brand search volume: Are more people Googling your name?
Direct traffic: Are people coming straight to your site?
Customer retention: Are they sticking around or ghosting you like a bad Tinder date?

Case Study: Duolingo’s Owl Didn’t Just Go Viral—It Built a Brand

Yes, Duolingo’s TikTok owl is a viral sensation. But here’s the kicker: it works because it’s rooted in a strong brand voice—quirky, relentless, and slightly unhinged (like your favorite ex who still texts you “u up?” in Latin).

They didn’t just post memes. They built a character. A narrative. A brand personality that shows up across every touchpoint—from push notifications to billboards.

Virality was the byproduct. Brand was the strategy.

The Anti-Viral Marketing Playbook (That Actually Works)

Here’s your step-by-step guide to building a brand that doesn’t need to beg the algorithm for attention:

Define your brand’s POV: What do you believe that others don’t?
Invest in owned channels: Email, website, community—things you control.
Create signature content: A podcast, newsletter, or video series that builds equity over time.
Be consistent: Show up with the same voice, values, and vibe across every channel.
Play the long game: Focus on building trust, not just traffic.