For a brand, the question is what association that conversation builds and whether it justifies the resources invested.
A criterion before the calendar
In an interview published by Marketing Management, Alex Sucală discusses selecting trends in relation to brand identity. We use that perspective as a starting point for a working question: after someone sees the content, what should they understand about our role? [S2]
A full calendar can contain many subjects with little continuity. Humor today, a discount tomorrow, then a popular ingredient and a generic quality claim. Format variety becomes useful when each piece contributes to a recognizable idea about the brand.
Positioning, identity, and recognition
Positioning defines who we want to be relevant to and why. Identity expresses that choice through language, design, and behavior. Recognizable assets help people attribute different materials to the same brand. A logo on every post does not guarantee that the messages build a coherent association.
A retailer might choose to help shoppers compare options without getting lost in detail. Its guides, demonstrations, and staff responses should express the same ability. If the store experience contradicts the communication, the problem extends beyond visual identity.
What to do with a trend
We would check interest among the relevant audience, the connection to the offer, and the contribution we can make. A suitable trend provides a setting for something the brand can support. If participation requires unverifiable claims or unavailable products, we adapt the idea or decline it.
There is also an opportunity cost: time spent on a short-lived format may delay a guide answering a recurring buying question. The decision should consider the objective, capacity, and learning value, as well as the speed of the conversation.
Consistency leaves room for creativity
The same role can be expressed through comparisons, stories, demonstrations, or humor. Stability comes from meaning and recognizable cues rather than mechanically repeating a template. We can change the form to find better ways to communicate the same promise.
For example, a product selection series might use a video trend to introduce a useful comparison. The product and selection criterion remain central. If removing the brand leaves the material’s meaning entirely unchanged, that is a reason to examine how distinctive our contribution really is.
Checking what remains
Views and reactions describe distribution and immediate response. To assess brand association, we can test what people remember and whom they attribute the content to under comparable conditions. To assess commercial contribution, we track relevant exploration and purchases while accounting for differences in audience and distribution.
One piece of content does not establish a brand’s identity. We examine the series and the experience over time. If the message is recognized but irrelevant to buying, the chosen role needs review. If it is relevant but attributed to competitors, recognition cues need strengthening.
Strategy provides a criterion for choosing conversations. Creativity makes participation interesting. The commercial experience must support what people understood from the communication.
Sources
[S2] Marketing Management Community, Interview with Alex Sucală, October 2, 2026 (in Romanian).