The debate over ad "quality" is often based on subjective opinions of brand fit. A more effective definition of quality is its ability to achieve the primary business objective: selling the product. Unconventional creative that drives sales, like Olay's "cat with lasers" ad, is by definition high-quality.

Marcus Collins explains that brands limited to their product (e.g., toothpaste) have little to talk about. However, a brand with a broader ideology (like Nike's belief that "Every human body is an athlete") gains entry and authority to engage in wider cultural discourse, creating significant energy and relevance.

The backlash transformed a standard ad campaign into a cultural phenomenon that generated 45 billion impressions. This massive earned media reach dwarfed competitor campaigns, demonstrating that provocative work—even with negative reactions—can deliver far greater ROI than a safe media buy.

Marketing professor Marcus Collins argues that the true test of brand leadership isn't crafting a purpose statement, but adhering to it when faced with challenges or pressure on shareholder value. Many leaders evangelize their brand's point of view only when convenient, which ultimately undermines authenticity.

Tushy's growth and brand teams collaborate to ensure ads drive performance without damaging long-term brand equity. They moved away from certain high-performing creative after asking if it created the right 'memory structure' for an increasingly premium product, prioritizing long-term perception over short-term wins.

Strict adherence to brand cohesion often stifles creativity and results in subjective boardroom debates. Brands achieve more by focusing on creating relevant, timely content that resonates with their audience, even if it occasionally breaks established stylistic guidelines.

A brand that tries to please everyone is memorable to no one. To build a truly strong brand, you must be willing to be disliked by some. Intentionally defining who your customer is *not* and creating polarizing content sharpens your identity, fostering a passionate community among those who love what you stand for.

When its Sydney Sweeney ad faced backlash, American Eagle's CMO and the star refused to apologize, treating the "crisis" as an opportunity. They correctly identified the outrage as niche, stuck to their strategy, and saw record new customer growth. This marks a shift in brand bravery.

The backlash against J.Crew's AI ad wasn't about the technology, but the lack of transparency. Customers fear manipulation and disenfranchisement. To maintain trust, brands must be explicit when using AI, framing it as a tool that serves human creativity, not a replacement that erodes trust.