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 impo...