Imagine a surfer standing confidently on their board, eyes fixed on the approaching wave. They know not every wave is worth chasing. Some are best observed. Others are meant to be ridden. This is the essence of riding the wave, and in the world of marketing, it has never been more relevant.
WHAT DOES RIDING THE WAVE MEAN?
Originally a term from surfing culture, riding the wave has evolved since the 1970s and 80s into a metaphor used in business and branding. It describes the strategy of using momentum from trending topics or moments to elevate a brand or personal identity. But like surfing, it is not just about speed. It is about precision, timing, and staying true to who you are.
THE RISK BEHIND EVERY TREND
Following trends can feel exciting. But when done without direction, it can quickly become a trap. Many brands fall into the habit of jumping on trends without clear relevance, leading to confusion or worse, public criticism.
For example, when brands comment on sensitive social issues without fully understanding them, they risk appearing insincere or exploitative. This can trigger backlash from audiences, sometimes going viral in a matter of hours.
That backlash does not just hurt short-term image. It can damage long-term trust.
TWO REAL EXAMPLES TO LEARN FROM
✅ SilverQueen: Trend Meets Authenticity
When the Dubai chocolate trend caught fire on TikTok, SilverQueen responded smartly. They released a premium chocolate line tailored to Indonesian tastes while maintaining the identity they had built for years. It spoke directly to Gen Z and Millennials. The move felt fresh but also genuine.
The result was not only buzz but also deeper consumer loyalty.
❌ Pepsi: When Trend Meets Tone Deaf
In 2017, Pepsi tried to engage with social activism by featuring Kendall Jenner in an ad. She was shown diffusing a protest by handing a Pepsi to a police officer.
The response was immediate and negative. The ad was viewed as minimizing real issues around racial injustice. Pepsi pulled it within 24 hours and issued an apology. The message backfired because it lacked empathy and depth.
SMART WAYS TO RIDE A TREND
If your brand wants to ride the wave without losing its balance, here are some guiding principles:
- Choose Trends That Reflect Your Brand’s Values
Make sure the trend connects with your core purpose and message. - Get the Timing Right
Too soon and no one understands. Too late and the wave is gone. Enter at the right moment. - Focus on Meaning, Not Just Popularity
Going viral should not be the goal. Offer something valuable to your audience. - Be Careful With Sensitive Topics
If you touch social or cultural issues, do it with care, research, and empathy. - Speak Honestly and Clearly
Use language that feels natural and authentic to your brand. - Prepare for the Worst
Every campaign carries risk. Be ready with a response plan if things go wrong.
FINAL THOUGHTS: SURF WITH INTENTION
Riding the wave is not about being the fastest or the flashiest. It is about knowing your brand, reading the moment, and responding with care and clarity.
In today’s noisy digital world, the brands that survive and thrive are the ones that listen first, move wisely, and speak with purpose.
Because at the end of the day, just like surfing, the ones who last are not always the boldest. They are the ones who know when to act and when to wait.)
