Why Playing It Safe in Brand Comms Is the Biggest Risk Today.

Consumers are bombarded with up to 10,000 marketing messages a day, yet only 12 make a lasting impression. That’s a brutal reality for brands still clinging to the illusion that playing it safe is a winning strategy. In truth, blending in has never been more dangerous.

When everything starts looking the same - the same AI-polished copy, the same “authentic” storytelling, the same data-driven visuals - brands don’t feel safe, they feel invisible. And in a world where attention spans are shrinking and choices are endless, invisibility is a death sentence. So why do brands keep opting for familiar, algorithm-approved strategies? Because it’s comfortable. But here’s the irony: playing it safe is now the riskiest move of all.

The Cost of Playing It Safe

Marketing isn’t just about being seen - it’s about being remembered.

The problem is, too many brands are optimising for safety rather than impact. They default to data-led decision-making, lean on predictable messaging and prioritise short-term performance over long-term brand identity. Furthermore, driven by a combination of ethical concerns, unmet expectations and evolving digital dynamics, consumers are increasingly distrustful of brands, making brands even more risk-adverse when it comes to creativity and messaging.

The result of mediocrity? You disappear. When every brand follows the same formula, the result isn’t reliability - it’s irrelevance. If your campaign looks like everyone else’s, it’s hopped, skipped and jumped over safe and landed firmly in bland, becoming background noise. Brands are running the risk of paying premium prices for below average results. Consumers don’t connect with vanilla brands that try to appeal to everyone; they trust the ones that stand for something, because indifference doesn’t sell. A middle-of-the-road approach only makes you forgettable.

And in marketing, forgettable is the biggest failure of all. Data and AI can optimise what’s worked before, but they can’t create what hasn’t been done yet. Add into the mix that an estimated 50% of internet traffic comes from bots, it becomes increasingly harder to trust in the data and make informed actions. Over-reliance on performance marketing leads to uninspired (and potentially misinformed), repetitive work that might convert today but won’t build a brand tomorrow. This short-term view will never create long-term impact.

Sometimes brands think jumping on a trend to be culturally relevant is enough to tick the risk box. However, in marketing it often isn’t safety in numbers. We all remember Brat Summer - a cultural moment of bold rebellion, lime green aesthetics and unapologetic confidence. Brands scrambled to jump on the trend, but in doing so, they all started to look the same - shoehorning “brat” into their marketing with generic sass and neon graphics. The result? A homogenous blur of forced edginess that felt more like brands chasing clout than actually understanding the movement.

So, what’s the solution? If safety is the real risk, then polarising, emotional and unapologetic creativity is where you can find real reward.

Polarising Creativity isn’t about being controversial for the sake of it - it’s about creating work that resonates so deeply it sparks conversation. It’s about making people feel something, even if that means not everyone will like it.

Some of the most effective marketing moments in recent years have been bold, unexpected and deliberately divisive - not because they were reckless, but because they were designed to stand out.

The truth is, there are already brands proving that risk-taking isn’t just necessary - it’s profitable.

Burger King – The “Moldy Whopper” Campaign

Let’s take Burger King and their “Moldy Whopper” campaign. Fast food marketing lives and dies on the idea that burgers should look delicious - so Burger King did something that should’ve been marketing suicide.

Instead of the usual perfectly lit, glistening burger shot, they launched a campaign showing their Whopper rotting over time - a timelapse of mold creeping across the bun and meat, transforming it into something no one would ever want to eat.

But why? To prove a point. The campaign highlighted their decision to remove artificial preservatives, reinforcing their commitment to real food. It was disgusting, it was shocking and it was impossible to ignore.

The risk they took was people likely finding it unappetising. However the reward they got was the extensive press coverage, billions of impressions and reinforced brand positioning as the fast food chain that challenges industry norms.

Benetton – The Art of Provocation

Benetton’s advertising history is one long masterclass in risk taking and polarising creativity. Under the creative direction of Oliviero Toscani, they became famous for campaigns that weren’t just ads - they were statements.

Some of their most controversial but impactful campaigns include a priest and a nun kissing, challenging religious taboos. A newborn baby still attached to its umbilical cord, celebrating raw, unfiltered life. And a series of death row inmates, forcing conversations about justice and capital punishment.

Benetton didn’t just sell clothes - they sold a worldview. Their advertising wasn’t just memorable - it was culturally disruptive, sparking discussions far beyond the fashion industry.

The risk they took was creating outrage, backlash and consumer boycotts. But the reward they got was becoming a brand synonymous with fearless storytelling and global relevance.

How Brands Can Avoid the Trap of Playing It Safe

So, how do you embrace creative bravery without just throwing out risky ideas for the hell of it?

1. Shift from Short-Term Wins to Long-Term Brand Building

Performance marketing is great for short-term ROI, but brand equity is built on emotional connection, not just clicks. Invest in work that will make people remember your brand - not just convert them today.

2. Use Data as a Guide, Not a Rulebook

Data is useful, but it only tells you what’s worked in the past - not what will work in the future. Don’t let algorithms dictate creativity. Instead, test bold ideas in lower-risk channels before scaling up.

3. Stop Treating Audiences as Data Points

People aren’t just demographics and engagement rates - they’re human and often unpredictable. Speak to your audience in a way that feels real, not algorithmically optimised for performance.

4. Create a Culture of Risk-Taking

Great creative work doesn’t happen in a fear-driven culture. The best brands embrace failure as part of the process - because the biggest failure is playing it too safe. By adopting the 80/20 rule (Allow 80% of your marketing to be safe, and the other 20% should be bold, innovative and disruptive) you can easily weather any potential storms. If you are still unsure if your bold is too bold, you should start by testing new comms in your low-risk channels first - you can then easily pullback or roll out depending on reactions.

5. Be Willing to Fail - And Own It When You Do

Not every risk will pay off, but the worst thing you can do is retreat the moment something backfires. When bold campaigns miss the mark, the best brands own it, learn from it and come back stronger.

The Bottom Line: Safe Is Silent - Bold Is Memorable

The brands winning today are the ones embracing bold and polarising creativity - and the only real risk left is not taking one.

Join the Conversation

These are the topics we will be discussing in our latest event, so if you want to explore how Polarising Creativity can transform your brand’s approach in the Food and Beverage market, join us for our upcoming webinar, The Empathy Revolution for Brands.

We will be joined by industry leaders who will break down the art and science of emotion-driven campaigns. Sign up today and be part of the conversation that’s reshaping marketing.