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posted on Apr. 16, 2025 at 9:30 amApr 16, 2025

Brand strategy face-off: trend-chaser versus traditionalist

posted on Apr. 16, 2025 at 9:30 amApr 16, 2025

Becoming Social's Rawan Al Sayed shares that thoughtful creativity — not just trendy visuals — is the real differentiator, adding that those who master this balance will shape the future of brand storytelling.

Rawan Al Sayed, Founder and CEO, Becoming Social

In today’s hyper-visual, trend-driven social media ecosystem, brand marketers are constantly challenged to evolve without losing their essence.
Two recent aesthetic trends — the nostalgic Ghibli aesthetic and the playful Toy Box trend — have sparked a deeper conversation in marketing circles: should brands embrace every trend that goes viral, or stay rooted in a consistent, timeless identity?
Rise of aesthetic trends: Ghibli and Toy Box takeover
The Ghibli aesthetic — inspired by the iconic animation studio — is soft, emotional, and visually poetic. Think cosy home scenes, hazy lighting, and a sense of gentle nostalgia.
In contrast, the Toy Box trend is bold, chaotic, and playful

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Tags:Becoming Social branding brands Consistency creativity cultural intelligence ghibli Identity Performance Rawan Al Sayed relevance Strategy Toy Box traditionalists trends trust

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.