Revolutionary branding can change how customers perceive an entire industry, but few companies are willing to take that step in the dark. Uncharted territory comes with a lack of data and research to back your efforts—it takes guts.
Moz said it best. “Playing it too safe is...a great way to remain somewhere in the middle. Almost everyone likes the middle. Nobody loses their job in the middle. Customers come and go at a steady rate in the middle. Nobody boycotts the middle.”
This article explores creative marketing tactics that can help you move beyond the middle. From purpose-driven messaging to playful brand voices, these tactics show how bold ideas inspire attention, spark loyalty, and fuel growth. Whether you’re a small challenger or a large enterprise, you’ll find practical tips you can apply to give your brand the refresh it needs.
Creative marketing tactics are unconventional strategies that brands use to capture attention, spark emotion, and differentiate themselves in crowded markets. Unlike traditional campaigns that rely on predictable playbooks, these approaches focus on being memorable and connecting with audiences on a deeper level.
Think of them as creative marketing ideas that shift perception. They can be bold visuals, unexpected partnerships, purpose-driven messages, or even playful responses to criticism. At their core, creative marketing tactics prove that playing it safe is rarely the way to stand out.
We’ve curated five tips to show you how to put these ideas into practice, along with real-world examples. #1 Be Unapologetically Interesting
“If you always just try to sell, then you’re predictable. You’re every other brand and company out there.” —Michael Lee, Oatly Creative Director. Oatly stands out—we all saw the controversial SuperBowl commercial. The alternative dairy brand embraces unapologetic fun while still communicating its core values.
Part of what makes Oatly so appealing is its contrast with other milk brands. Picture any other dairy brand—the homepage likely has a perfectly composed stock photo complete with a heartwarming description of the product. Swap the milk out with any other household item, like Windex or Clorox, and you don’t have to change a thing.
Oatly stands way, way out with a cartoony, playful, almost handmade aesthetic website. When photos are included, they’re messy and candid — almost like a friend took them. The copy has an unpolished, almost rambling feeling that is nothing like its competitors' carefully crafted, “clean” taglines.
Oatly doesn’t use industry competitors as models for what they should become. While other brands fill their website with recipes to sell more product, Oatly's recipes are only a fraction of the available content. The bulk of Oatly’s content is dedicated to being interesting. The brand even has a section dedicated entirely to "Things we do" that has unique content to make audiences smile.
Lee revealed the core of Oatly’s branding strategy: “Don’t try to sell anything — just be interesting. If you’re interesting, people will pay attention to you and they’ll be interested in what you do next.”
How do they do it though? Oatly takes an unstructured approach. The creative team chats about content that would be fun to create and then they make it a reality. Lee explains, “We produce our own work, and we prove our own work. There’s no filter, no checkpoint meetings with the sales guys, no half way meetings with marketing managers.” This method allows content to land with it’s full creative potential preventing leadership from watering it down. Creating without gatekeepers is a terrifying prospect for many companies, but Oatly doesn’t let this hold them back.
Do This: Trust in creative teams and whatever you do, don’t be content in the middle ground.
Is the strategy of simply being interesting paying off? Oatly is claimed to be the world’s largest oat milk company and 2020 saw a 106.5% increase in reported revenue. Oatly is Starbucks’ oat milk of choice, and there was even a time when people were selling their supply of Oatly for over $200 on Amazon.
Yep, being unapologetically interesting works.
SaaS companies are infamous for ambiguous copy and visuals that all look the same. When every solution looks the same, customers quickly lose interest and have a difficult time keeping track of the unique value each solution offers. Gong, a revenue intelligence software is...different.
Let’s take a look at the websites of some other sales platforms. This industry is ruled by clean designs, cool colors, futuristic gradients, and flat illustrations.
Then there’s Gong with fun stock photos, bright colors, and a playful pooch as its chatbot representative. The smooth UX and attention to quality (albeit stock photo quality) allow the brand to take risks in an otherwise streamlined market.
While some may not enjoy the cheesy nature of its aesthetic, Gong doesn’t really care. CMO Udi Ledergor acknowledged, “If you’re pleasing everybody, you’re not exciting anybody.”
Ledger defines Gong’s brand as “whimsical and authoritative” — two adjectives you wouldn’t normally think go together. They’ve combined seemingly unrelated, opposing elements to craft a brand voice that fits perfectly.
Do this: Carve out your own identity and carry your voice throughout every piece of content.
Ledger continues “When you read our content, when you hear one of our amazing speakers at a conference, when you look at our website, when you go to our LinkedIn content, you see that whimsy coming through everything we do."
This commitment to a consistent voice allows Gong’s audience to instantly recognize every piece of content they create. More importantly, audiences can differentiate Gong from the sea of other software companies who are pushing the same message.
As of June 2021, Gong raised $250 million in funding and ranked top-50 in outstanding growth within SaaS companies—not bad for high-fives and fist pumps.
Billie was the first to push the boundaries in the women's razors market by using body hair in images and fighting against the pink tax. In an interview, Billie Cofounder Georgina Gooley shared the inspiration behind the brand’s identity. “We knew we couldn’t just sell a better product at a better price — we wanted to reinvent the category’s relationship with women.”
For decades, razor brands have depicted the ideal version of a woman. Women were told that their body hair was something to be ashamed of, something needing to be removed. “We've always wanted to put our audience ahead of our product, so emphasizing the importance of choice has always been core to what we believe.”
Billie’s competitors have quickly followed suit. As Gooley points out,“The fact that a new, challenger brand like Billie could change the way women are represented in a century-old category shows that even the newest players have the power to create change.”
Although Billie’s competitors have slightly adapted their imagery, their core branding has stuck closely to the refined, spa feeling we’re used to seeing from razor companies. Billie takes a bold approach to branding with bright colors, body-inclusive models, and 90s throwback styling.
Beyond bold visuals, sticking closely to strong values is what sets Billie apart from other brands.
While overthrowing the pink tax by charging less and offering rebates means smaller margins for Billie, audiences see the dedication to a cause and become lifelong fans. While other companies say they’re committed to women, Billie actually backs up their statements.
Do this: Permeate purpose-driven values at every level of the organization. Put your brand’s purpose before your product to attract customers and open up doors to other creative marketing tactics.
You’ve never met a more hardcore water brand than Liquid Death. The company’s energy-drink-inspired branding is a complete 180 from the peaceful, flowing springs used to market other water brands. The tagline “MURDER YOUR THIRST” seems a little contradictory when selling the most essential-to-life product on earth, but that contradiction is exactly what makes it unforgettable.
CEO and founder Mike Cessario explained that the core idea for the brand was inspired by the hilarious, random marketing in the junk food market. “Liquid Death was a way of taking the healthiest food you can drink and brand it and market it in a way where you can compete with all the crazy marketing of junk food.” Liquid Death is unique because it’s not really competing with other water brands.
And Liquid Death thrives on this bold persona. When social media trolls flood their comments with hate, the brand doesn’t hide or delete. Instead, they double down by turning those insults into music albums (punk tracks with screamed lyrics pulled straight from negative online comments).
Founder Mike Cessario summed it up best: “Hard work is a waste of time if your idea sucks. Figure out how you have a great idea first before you then start putting all the blood, sweat and tears into it.” Liquid Death has that great idea, and they’re not afraid to make it louder by amplifying even their harshest critics.
Do This: Don’t run from criticism. Use it. Turning negativity into content not only disarms haters but also strengthens loyalty among your core fans.
Of course, the irreverence goes beyond the jokes. Liquid Death pairs its over-the-top branding with real values, pledging “death to plastic” by offering a sustainable alternative to bottled water. That combination of humor and purpose has built them a cult following and fueled 126% growth last year.
Liquid Death proves that the boldest creative marketing tactic isn’t just to be different, it’s to take what others fear and flip it into your loudest megaphone.
3M isn’t just trying to stand out in its industry, it’s trying to stand out from itself. A quick look back at the 3M website reveals that its messaging has transformed from a focus on innovative technology to applied science and connecting with the people who use 3M products. Over the years, technology imagery has given way to people-centric visuals.
3M has countless products in various industries, but you probably know them best for their tape. Despite consumer business being the least profitable sector at 3M, this is an area that the brand focuses a lot of marketing effort on.
By focusing on individual consumers, 3M is able to focus on messaging that resonates with people. Because at the end of the day, B2B and B2G customers are just people.
Do this: See your audience as humans—market to them as humans.
Making science fun and accessible to all is at the heart of 3M’s marketing strategy. CMO Remi Kent explained, “We really wanted to show that creativity of how you might use our products in a nontraditional way, but in a way that could provide your family with an outlet for fun.”
Bold marketing doesn’t always require a complete rebrand or a viral stunt. These creative marketing tactics can be tested quickly and scaled when they work.
Pairing up with a brand outside your category can stop audiences in their tracks. Think Taco Bell and Doritos, or Lego and IKEA. Unexpected pairings spark curiosity and open the door to new markets. The key is to choose a partner that shares your values, even if your products are worlds apart.
Guerrilla marketing is all about disrupting the ordinary. It could be sidewalk chalk art, a flash performance, or a surprising outdoor installation. When executed well, these activations feel more like cultural moments than ads. They generate buzz precisely because they break away from traditional formats.
Your audience often creates content that feels more authentic than polished brand campaigns. Starbucks’ #RedCupContest and Calvin Klein’s #MyCalvins are great examples of customers becoming co-creators. UGC lowers production costs and builds trust because real people represent the brand.
Nostalgia taps into emotions that go deeper than product features. Brands like Pokémon and Nintendo have built entire second lives by reimagining their classics for a new generation. A 90s throwback or retro design element instantly sparks connection because it reminds people of when they first loved your category.
Events, whether virtual or in-person, allow customers to experience your brand in a new way. Red Bull’s Flugtag competitions and Adobe’s creative conferences show how experiences can become brand-defining. Even smaller brands can use pop-ups, live streams, or interactive workshops to create memorable touchpoints.
When brands participate in cultural conversations, they show audiences they’re paying attention. Oreo’s “You Can Still Dunk in the Dark” tweet during the Super Bowl blackout is one of the most famous examples. These tie-ins succeed when they feel natural and timely, so monitor trends and move quickly when opportunities arise.
Supporting a meaningful cause is more than philanthropy; it’s strategy. Patagonia’s environmental stance and Billie’s fight against the pink tax show how brands can build lasting loyalty by aligning with movements their customers care about. The important step is following through with real action, not empty statements.
Sometimes creativity comes from changing how a product is packaged or presented. Heinz’s upside-down ketchup bottle and Reese’s seasonal shapes prove that even small tweaks can make a big impact when they surprise customers. These changes keep products fresh in categories that rarely evolve.
Digital marketing can go far beyond static ads. Interactive quizzes, AR filters, or gamified experiences turn audiences into participants. Spotify Wrapped is a perfect example: it celebrates users while transforming them into promoters who share their results with the world.
Many brands stand out because of how they speak. Wendy’s Twitter roasting competitors on Instagram or Duolingo’s cheeky TikTok presence are proof that tone can capture attention as much as visuals or products. An unexpected voice gives audiences a reason to pay attention in an endless feed of sameness.
Creative marketing ideas are exciting, but they only matter if you put them into motion. Start by defining clear goals for your campaign (ex., awareness, engagement, or loyalty). Choose one or two tactics that align with your brand values, and launch them on a small scale to see how your audience responds. Measure the results, refine your approach, and expand the campaigns that prove effective. The path to standing out begins with a bold step.
Creative marketing tactics in business are bold approaches that help brands grab attention, inspire loyalty, and stand apart from competitors.
They cut through noise by surprising audiences, telling better stories, and creating emotional connections that traditional campaigns often miss.
Small companies can test simple tactics like guerrilla activations, user-generated content, or cultural tie-ins. These moves cost less but can make a significant impact.
Track campaign performance with metrics such as engagement, conversions, and sentiment. The best creative marketing tactics balance short-term results with long-term brand growth.
Anytime a brand feels stuck in the middle of its market or invisible to its audience, experimenting with creative marketing tactics can reignite momentum.
