Why the Boldest Brands Win: The Power of Taboo Topics in Brand Building
Why the Boldest Brands Win: The Power of Taboo Topics in Brand Building
1. What Is Taboo in Marketing
Taboo topics vary depending on culture, industry and audience. What’s acceptable in Europe may be a complete faux pas elsewhere.
Examples include:
- Health and bodily functions – menstruation, mental health, sexual health
- Social issues – LGBTQ+ topics, gender equality, diversity
- Financial struggles – personal debt, poverty
One example is Bodyform (Libresse), a brand that broke taboos around menstruation by ditching the blue liquid in their ads and showing menstrual blood realistically. That bold move paid off. The brand earned respect and loyalty from its customers.
2. Knowing Your Audience: What’s Still Acceptable
Before addressing taboo topics, you need to know your audience. What’s acceptable to them? Where’s the line between education and provocation?
Helpful tools:
- Social listening (reading discussions, comments, and tracking trends)
- Surveys and focus groups
- Analyzing reactions to similar campaigns from other brands
For example, Dove’s long-term “Real Beauty” campaign worked because it was based on data about how women feel about their bodies.
3. Facts vs. Emotion: How to Present Taboo Topics the Right Way
People aren’t put off by the topic itself but by how it's communicated.
The key is balancing facts and emotion:
- Use verified information to stay credible
- Avoid dramatization and clickbait tactics
- Be authentic, not provocative
A great example is Thinx, the menstrual underwear brand. They focus on education and destigmatization. Instead of shouting for attention, they explain how their products work and why they’re a sustainable alternative.
4. Language and Tone: Choosing the Right Words
The wrong language can completely sabotage your message.
- Avoid moralizing or polarizing language
- Speak openly, but don’t push an agenda
- Be empathetic and easy to understand
- Stick to facts, but communicate like a human
One strong example is Nike’s campaign featuring Colin Kaepernick, which addressed police brutality and racial justice. Nike knew the topic was polarizing but chose to stand firmly behind an authentic story.
5. Summary: How to Do It Right
- Identify what’s taboo for your audience. What’s still acceptable to them?
Not every sensitive topic resonates with every audience. Pay attention to discussions, analyze reactions to similar campaigns and ask your customers where the line is between bold and offensive.
Back your message with facts, but speak with empathy.
When dealing with taboos, don’t rely solely on emotion. Without facts, your communication may come across as manipulative or shallow.
How to do it:
- Use credible sources — cite studies, experts or organizations
- Explain things simply — no jargon, just human language
- Combine facts with emotion — real stories from people who face the issue
- Be authentic, not provocative. People don’t mind the truth. They mind manipulation.
If you try to stir controversy just to get attention, it can easily backfire.
How do you know you're manipulating rather than being real?
- You play on emotions without real substance — shocking slogans without a clear message
- You intentionally provoke negative reactions — trying to divide or insult a group
- You exploit trends without real understanding — just because it’s popular doesn’t mean it belongs in your message
Example: Manipulation vs. Authenticity
- Manipulative: “No more ugly and fat bodies. Our products will finally make you normal.”
– Shocking, offensive, anxiety-inducing - Authentic: “We love all bodies and want you to feel great in your skin. That’s why we design clothing that fits you, no matter your size.”
– Positive, inclusive, unifying
- Use language that connects, not divides.
Avoid confrontational lines like “If you disagree, you’re part of the problem.” Speak with respect and allow space for different views.
Look to Brands That Are Already Doing It Right
- Always – #LikeAGirl → breaking stereotypes about women
- IKEA – “ThisAbles” → inclusive design for all
- Ben & Jerry’s → long-time advocates for social justice
Don’t be afraid of taboos. Just handle them strategically.
Audience trust is rare. Don’t waste it on shallow controversy. Build it through meaningful communication.
