Short-lived trend hopping

“And, baby, that's show business for you” – with this sentence, a confetti bomb, and a new album title (“The Life of a Showgirl”), Taylor Swift triggered a pop culture earthquake a few days ago. Within hours, the orange glitter aesthetic dominated not only all feeds, but also communications departments worldwide. From Google to Starbucks to German retailers: suddenly, orange Swift magic was radiating from social media channels everywhere – with more or less successful memes, ironic captions, or promotional campaigns.

But what does it actually mean when brands reflexively jump on this pop circus bandwagon? The answer is sobering: they lose their role as senders. The brand itself no longer plays a leading role in these moments; it becomes an extra in the spectacle of attention. Because the focus is not on the creative achievements of the companies, but on the cultural charisma of Taylor Swift. The star brings the glamour, the brand is at best a sidekick, and that only for the blink of an eye. What remains is a funny moment. What is missing is a clear brand contribution.

Of course, posts about Swift fever garner likes, shares, and comments. And of course, this generates short-term engagement. But successful brand communication does not aim for split-second attention, but rather for long-term impact.

Social media metrics suggest relevance where often only algorithmically generated arbitrariness arises. The idea that a cultural wave can generate lasting brand loyalty is a dangerous misconception, especially when the brand itself contributes nothing of its own. What many brands are currently practicing is reactionary marketing on autopilot: as soon as hype circulates, content is produced. Not out of conviction, but out of fear of not being part of it. But social media is not an editorial calendar with pop culture obligations. It is a space that demands strategic substance, not temporary wallpaper. Those who play along without showing attitude become mere backdrop. And that is diametrically opposed to the idea of successful brand management, which is based on distinctiveness, trust, and consistency.

Brands that differentiate themselves not through cultural reflexes but through substance and conviction are the ones that win. Not faster — but more sustainably.
So the question isn’t whether to jump on the Swift hype, but how to position yourself when the cultural wave has passed.

What it takes:

Independent narratives instead of social-buzz tactics.
Relevance is built where brands create their own narratives — through continuous storytelling that conveys a clear stance. A brand that consistently delivers meaningful content is more likely to be remembered than one that chases every trending moment.

Cultural resonance without losing yourself.
Brands can be part of cultural conversations without erasing their identity. The art lies in interpreting cultural currents and linking them back to the brand’s core. Not everything that gets clicks actually fits.

The courage to sit one out.
Not every wave needs to be ridden. Brands can — and sometimes should — choose not to act: when it doesn’t fit, when it adds no value, or when it contradicts their values. True differentiation also means being able to say no.

The glitter stays, the brand fades.

The Taylor Swift hype shows just how fast cultural moments flood social media — and how easily brands drown in them. This isn’t a plea to abandon pop culture references altogether. It’s about knowing when and how to use them — and whether to use them at all.

Brand leadership isn’t a race to keep up; it’s a process of differentiation.
Those who let themselves be driven by algorithms, reaction speed, and like-hunger risk losing what matters most: profile, relevance, and trust. Instead of constantly putting on new costumes, brands should work on something that has become rare: character.
Because yes — this is show business too. Just one with a future.