Stop Trying to Be Everyone’s Favourite: Why Bold Branding in Southeast Asia Wins by Standing Apart

We recently came across a sharp piece from ET BrandEquity titled “Stop Trying to Be Liked: Why Great Brand Strategy Repels More Than It Attracts.” It struck a chord with us at Orchan, because we’ve seen the same truth play out across Southeast Asia: the strongest brands don’t aim to please everyone. They stand for something, and by doing so, they inevitably turn some people away.

But here’s the catch; in our region’s complex cultural mix, bold branding can be both a strength and a risk. Done well, it creates loyalty and cultural relevance. Done poorly, it sparks backlash or fades into noise.

(Libresse V-Kebaya Campaign)

Malaysian Brands That Took a Stand

Libresse’s V-Kebaya campaign (2021) used vulva-inspired kebaya designs to challenge taboos around women’s bodies. For some, it was empowering; for others, offensive. The backlash eventually saw it pulled, but it trended for weeks, boosted sales, and even won awards. It showed how boldness, rooted in local culture, can make a brand impossible to ignore.

(Air Asia's "Get off in Thailand" Campaign)

AirAsia, under Tony Fernandes, has long thrived on provocation. Ads that sparked criticism for being “sexist” or cheeky only reinforced the brand’s rebellious edge. Not every traveller loved it, but for many, that irreverence became part of its appeal.

(Tealive vs Chatime)

Tealive, born out of a very public split with Chatime, rebuilt 161 stores overnight and leaned into its local-first identity. Some saw it as aggressive, even unethical. Yet by innovating on flavours and positioning itself as “Malaysia’s own,” Tealive turned controversy into market leadership.

(MIXUE Makes Us One! Campaign)

MIXUE Malaysia faced boycotts after a job ad was slammed as discriminatory. Their response: a “MIXUE Makes Us One!” inclusivity campaign, didn’t win everyone back, but it reframed the brand for those who valued unity. A stumble turned into a chance to redefine values.

When Bold Works - and When It Doesn’t

Not every brand should stir the pot. Healthcare providers, for instance, need to lead with trust and care, not controversy. Smaller startups also need to earn stability before pushing boundaries; otherwise, they risk alienating more people than they attract.

The lesson? Boldness works when it’s intentional, culturally aware, and aligned with your core audience. Trying to be everything to everyone rarely builds loyalty.

Our Take at Orchan

When clients ask us whether to take a bold stand, our advice is simple: know your audience first. Use tools like social listening to gauge how ideas will land. Be brave, yes - but be smart about it.

If you’re ready to explore how bold branding could work for you, reach out to us at changenow@orchan.asia or call ‪+603-7972 6377‬. Let’s build a brand that stands apart, not one that fades into the crowd.

Source article: Stop trying to be liked: why great brand strategy repels more than it attracts, ETBrandEquity