Where Did The Weird Kids Go? The Death of Distinct Brand Voices
Remember when brands used to feel a little bit like a friend group? And not just any friend group, but a whole Breakfast Club of personalities — each with their own quirks, humor, and vibe. Apple was the affable nerd, always ready to roast PC for being a little too uptight. Dove was the mom friend who’d hug you and tell you you’re beautiful, even when you didn’t believe it. Nintendo was the hype friend who made you feel like playing Rainbow Road was basically cardio — and Old Spice? Well, Old Spice was the unhinged friend who’d fight a bear (and probably win) just to prove a point.
Brands used to have voices. Real, distinct, memorable ones. They didn’t just talk at us — they talked to us like they were part of the conversation. But somewhere along the way, something shifted. The once-vibrant chorus of brand personalities has faded into a monotonous echo chamber of sameness. And now? Everyone sounds like one friend: the overly familiar, slightly-too-chipper “hey bestie” voice.
What Happened to the Squad?
It’s not hard to see why brands have converged into this single, saccharine tone. Social media has flattened the way we communicate. Platforms like TikTok and Instagram reward trends, mimicry, and relatability above all else. The result? A race to the middle, where brands are so desperate to be “on trend” that they’ve abandoned what made them unique in the first place.
The “hey bestie” voice is safe. It’s friendly, approachable, and vaguely empowering. It’s the verbal equivalent of a pumpkin spice latte — comforting, predictable, and everywhere all at once. It’s in the text blasts from Chipotle, Book of The Month Club’s BFF Loyalty Program, and all over Revolve’s TikTok (literally just search the word “bestie” on their page).
And I’m not saying this tone can’t work! Just look at amika. Peep Glossier. It can work really well. But here’s the thing: when everyone from your banking app to your travel agency sounds the same, no one actually stands out.
The Problem with Being the “Cool Friend”
The irony is that brands are trying so hard to be the “cool friend” that they’ve forgotten you don’t have to be the cool friend to be a friend. Not every brand needs to be the life of the party. Some of the most memorable brand voices in history weren’t cool — they were weird, earnest, or even a little awkward.
Think about it:
Apple wasn’t cool because it was trendy; it was cool because it was clever. It spoke to the underdog in all of us, poking fun at the status quo while making tech feel accessible.
Dove wasn’t cool because it was edgy; it was cool because it was empathetic. It didn’t try to sell you perfection — it celebrated realness.
Old Spice wasn’t cool because it was normal; it was cool because it was absolutely bonkers. It embraced absurdity and ran with it, creating a voice that was impossible to ignore.
These brands weren’t trying to be the “cool friend.” They were just being themselves. And that’s what made them unforgettable.
Why We Need the Weirdos Back
The homogenization of brand voices isn’t just boring — it’s a missed opportunity. In a world where consumers are craving authenticity, brands have a chance to stand out by embracing their quirks, their flaws, and their unique perspectives.
Here’s the thing: not every brand needs to be a “bestie.” Some brands can be a mentor, a weird uncle, a sarcastic coworker, or even a hype man. The key is to have a voice that’s true to who you are — not just a carbon copy of what’s trending.
Brands That Are Doing It Right
While many brands have fallen into the “hey bestie” trap, there are still a few standout voices that remind us of the power of personality. These brands aren’t afraid to be weird, bold, or even a little unhinged — and it’s working.
1. Duolingo: The Unhinged Overachiever
If there’s one brand that’s mastered the art of standing out, it’s Duolingo. What started as a language-learning app has become a masterclass in chaotic, meme-worthy marketing. Duolingo’s mascot, Duo the Owl (RIP), has gone from a friendly reminder to practice your conversational Spanish to a full-blown internet menace.
On TikTok, Duolingo’s social media team has embraced absurdity, with Duo threatening users who skip their lessons, crashing weddings, and even “fighting” other mascots. It’s weird, it’s unexpected, and it’s so on-brand. Duolingo has leaned into its unhinged persona so hard that it’s become a cultural phenomenon. And the best part? It works. People aren’t just talking about Duolingo — they’re actively engaging with it, sharing its content, and yes, even practicing their tenses (if only to avoid Duo’s wrath).
2. Dunkin’ Donuts: The Bro-Nut Donut Brand
Dunkin’ Donuts has managed to carve out a voice that’s both familiar and fresh. It’s not trying to be the coolest kid in the room — it’s the ride-or-die friend who’s always there with a coffee and a donut when you need it most.
Just look at the 2025 DunKings Super Bowl ad — which starts with Ben and Casey Affleck riffing like high 15-year-olds in their mom’s basement. Between the thick Boston accents, All-American working class wit, and tracksuits (which sold out in minutes), it encapsulated all the best parts of Dunkin’.
What makes Dunkin’ work so freakishly well is its ability to balance humor with heart. It’s not trying to be edgy or absurd; it’s just being itself. And in a world of try-hard brands, that’s more than enough.
3. Liquid Death: The Punk Rock Water Brand
Liquid Death is proof that even the most mundane products can have a killer voice. A water brand that markets itself like a heavy metal band? It shouldn’t work, but it does. Liquid Death’s branding is loud, irreverent, and unapologetically anti-establishment.
From its tagline (“Murder Your Thirst”) to its over-the-top ad campaigns, Liquid Death has created a voice that’s impossible to ignore. It’s not trying to be your friend — it’s trying to be the loudest thing in the room. And somehow, it pulls it off.
How to Break the Mold
If you’re a brand looking to stand out in a sea of sameness, here’s where to start:
Know Thyself: What’s your brand’s personality? Are you the wise mentor, the quirky inventor, or the rebellious artist? Own it.
Embrace Imperfection: You don’t have to be perfect to be likable. Sometimes, a little awkwardness or vulnerability can go a long way.
Stop Chasing Trends: Trends come and go, but a strong, authentic voice is timeless. Don’t sacrifice your uniqueness for the sake of fitting in.
Talk With Us, Not At Us: The best brand voices feel like a conversation, not a sales pitch. Listen to your audience and engage with them on a human level.
Bring Back the Squad
It’s time to bring back the squad. The nerds, the moms, the hype beasts, and the weirdos. The brands that made us laugh, think, and feel something real. Because at the end of the day, we don’t need more “besties.” We need friends — real ones, with real voices.
So, here’s your challenge: stop trying to be the cool friend. Be the friend we actually want to hang out with. Be the friend who’s there. Be the friend who’s unapologetically, unmistakably you.
Because honestly? We miss you.
